UCL Discovery
UCL home » Library Services » Electronic resources » UCL Discovery

Social media or shopping websites? The influence of eWOM on consumers' online purchase intentions

Erkan, I; Evans, C; (2016) Social media or shopping websites? The influence of eWOM on consumers' online purchase intentions. Journal of Marketing Communications 10.1080/13527266.2016.1184706. (In press). Green open access

[thumbnail of Erkan and Evans 2016 Social media or shopping websites.pdf]
Preview
Text
Erkan and Evans 2016 Social media or shopping websites.pdf

Download (686kB) | Preview

Abstract

This study empirically tests and compares the influence of friends' recommendations on social media and anonymous reviews on shopping websites in the context of online purchase intention. For this purpose, we analyse the impacts of these two platforms based on the components of information adoption model (IAM) which are borrowed as information quality, information credibility, information usefulness and information adoption. We conduct a survey and find anonymous reviews as more influential on consumer' online purchase intentions than friends recommendations on social media. However, as this result was contrary to that expected, we conduct another study through in-depth interviews in order to enlighten our results found in the first study. In Study 2, we find the reasons why consumers prefer anonymous reviews rather than friends’ recommendations. Information quantity, information readiness, detailed information and dedicated information are factors which make shopping websites superior than social media in terms of the impact of electronic word of mouth (eWOM). Academic and managerial implications are discussed.

Type: Article
Title: Social media or shopping websites? The influence of eWOM on consumers' online purchase intentions
Open access status: An open access version is available from UCL Discovery
DOI: 10.1080/13527266.2016.1184706
Publisher version: http://dx.doi.org/10.1080/13527266.2016.1184706
Language: English
Additional information: Copyright © 2016 Informa UK Limited, trading as Taylor & Francis Group. This is an Accepted Manuscript of an article published by Taylor & Francis in the Journal of Marketing Communications on 25 May 2016, available online: http://dx.doi.org/10.1080/13527266.2016.1184706
Keywords: Electronic word of mouth (eWOM), social media, shopping websites, online reviews, online purchase intention
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
URI: https://discovery.ucl.ac.uk/id/eprint/1499864
Downloads since deposit
6,751Downloads
Download activity - last month
Download activity - last 12 months
Downloads by country - last 12 months

Archive Staff Only

View Item View Item