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Online word of mouth and consumer purchase intentions

Prendergast, Gerard, Ko, David, Siu Yin, V. Yuen·2010·International Journal of Advertising

DOI 10.2501/s0265048710201427

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Abstract

Previous researchers have explained how offline word of mouth (WOM) influences consumer behaviour. Increasingly, however, consumers are turning to online WOM, especially online forums. In an online context, the research discussed in this article replicates the approaches taken to studying offline WOM. Grounded in social comparison theory, social network analysis and the theory of reasoned action, a mall intercept survey of consumers in Hong Kong showed that both similarity between a user’s interests and a forum’s topic and user attitudes towards the forum strongly predict purchase intentions as well as having an indirect effect through helping determine the forum’s persuasiveness. Theoretical implications are discussed as well as practical implications for marketers and recommendations for further research.

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Authors: Prendergast, G., Ko, D., & Siu Yin, V. Y.
Affiliations: Hong Kong Baptist University (HK)
Corresponding author: Prendergast, Gerard
ORCID: Prendergast, Gerard
Venue: International Journal of Advertising
Publisher: Informa UK Limited
Published: 2010-01
Volume: 29
Issue: 5
Pages: 687-708
ISSN: 0265-0487 (ISSN-L)
1759-3948
DOI: 10.2501/s0265048710201427
OpenAlex: W2053058317
Cited by: 309
References: 53
Citations by year: 2026: 7 · 2025: 14 · 2024: 26 · 2023: 32 · 2022: 28 · 2021: 31 · 2020: 25 · 2019: 26 · 2018: 30 · 2017: 14 · 2016: 18 · 2015: 13 · 2014: 16 · 2013: 13 · 2012: 12
FWCI: 30.15
Type: journal article
Language: en
Open access: closed
Locations: International Journal of Advertising (publishedVersion)
HKBU Institutional Repository (Hong Kong Baptist University) (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords: electronic word of mouth, purchase intention, online forums, social comparison theory, social network analysis, theory of reasoned action, user attitudes, topic similarity, consumer behavior, Hong Kong consumers

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Online word of mouth and consumer purchase intentions

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