Abstract This research explores how word-of-mouth (WOM) changes consumers’ attitudes and choice behavior in a high-involvement service (higher education) context. Hypotheses are tested by means of structural equation modeling. The main results indicate that different forms (normative and informational) of WOM affect two components of attitude change (credence and search). The findings highlight the central role of normative WOM, and give novel insights into the role of informational WOM. The study contributes to the research on behavioral processes of WOM, with managerial implications in the area of services marketing.

中文翻译：

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事实或观点：有何不同？高度参与的服务环境中的口碑和态度变化

摘要这项研究探讨了口碑传播（WOM）在高参与度服务（高等教育）环境下如何改变消费者的态度和选择行为。假设通过结构方程模型进行测试。主要结果表明，WOM的不同形式（规范性和信息性）会影响态度变化的两个组成部分（信任和搜索）。这些发现突出了规范性WOM的核心作用，并为信息性WOM的作用提供了新颖的见解。该研究有助于对WOM行为过程的研究，对服务营销领域具有管理意义。