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A meta-analysis of the elaboration likelihood model in the electronic word of mouth literature
International Journal of Consumer Studies ( IF 7.096 ) Pub Date : 2022-04-24 , DOI: 10.1111/ijcs.12814
Masoud Moradi 1 , Fereshteh Zihagh 1
Affiliation  

Several studies have been conducted to determine the factors influencing online consumers to adopt the information embedded in electronic word of mouth (eWOM). The amount of existing research and the inconsistency of certain conclusions need the development of an all-encompassing model capable of synthesizing previous findings. Thus, this meta-analysis study synthesizes current research on eWOM, which will aid in reconciling results about the variables impacting eWOM adoption and consumers' behavioural intentions. This study utilizes data from 89 research in a two-stage structural equation model (TSSEM). The findings show that eWOM usefulness and credibility impact behavioural intentions, and eWOM adoption plays a mediating role in these relationships. The results further signify the moderating effects of social networking sites (SNS) and e-commerce platforms on the adoption behaviour. Building on the elaboration likelihood model (ELM), this study shows that the central route to persuasion is the dominant predictor of eWOM adoption on e-commerce sites. In contrast, the peripheral route tends to dominate on social networking sites. The findings improve the current understanding of the diffusion of online information, which can alter consumers' behavioural intentions. The study finally provides managers with specific recommendations for maximizing the effectiveness of eWOM propagation through online channels.

中文翻译:

电子口碑文学中精化似然模型的元分析

已经进行了几项研究来确定影响在线消费者采用嵌入电子口碑 (eWOM) 中的信息的因素。现有研究的数量和某些结论的不一致需要开发一个能够综合先前发现的包罗万象的模型。因此,这项荟萃分析研究综合了当前对 eWOM 的研究,这将有助于协调影响 eWOM 采用和消费者行为意图的变量的结果。本研究利用两阶段结构方程模型 (TSSEM) 中 89 项研究的数据。研究结果表明,eWOM 的有用性和可信度会影响行为意图,而 eWOM 的采用在这些关系中起着中介作用。结果进一步表明社交网站(SNS)和电子商务平台对采用行为的调节作用。基于精化可能性模型 (ELM),本研究表明,说服的中心途径是电子商务网站采用 eWOM 的主要预测因素。相比之下,外围路线往往在社交网站上占主导地位。这些发现提高了当前对在线信息传播的理解,这可以改变消费者的行为意图。该研究最终为管理人员提供了具体建议,以最大限度地提高通过在线渠道传播 eWOM 的有效性。这项研究表明,说服的核心途径是电子商务网站采用 eWOM 的主要预测因素。相比之下,外围路线往往在社交网站上占主导地位。这些发现提高了当前对在线信息传播的理解,这可以改变消费者的行为意图。该研究最终为管理人员提供了具体建议,以最大限度地提高通过在线渠道传播 eWOM 的有效性。这项研究表明,说服的核心途径是电子商务网站采用 eWOM 的主要预测因素。相比之下,外围路线往往在社交网站上占主导地位。这些发现提高了当前对在线信息传播的理解,这可以改变消费者的行为意图。该研究最终为管理人员提供了具体建议,以最大限度地提高通过在线渠道传播 eWOM 的有效性。
更新日期:2022-04-24
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