The DOI matches its Crossref record; 53 of the 53 references it cites were found in a registry or an index.
Online word of mouth and consumer purchase intentions
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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“Because of these merits, eWoM is seen as a reliable source of information [33] and, therefore, it has more influence than the traditional WoM [39].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [39]
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Metadata
- 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
- 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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