This paper aims to enhance the knowledge on the influence of electronic word-of-mouth (eWOM) on the consumer’s decision making process. Focusing on products’ reviews on social networks (SNs) an empirical research, built on an online survey with a sample of 175 consumers, was conducted. Results revealed that SNs involvement, reviews’ accessibility, and normative social influence positively improve the attitude towards reviews on SNs. Moreover, reading the products reviews on SNs (social eWOM adoption) significantly influences the intention to purchase those products. The study enriches the literature on products’ reviews and provides companies some guidance for the understanding of the role of social eWOM in influencing consumer behaviour.
Gaetano Aiello, Beatrice Luceri, Virginia Vannucci, Donata Tania Vergura (2019). The influence of users' experience on the consumer decision making process. An empirical study on social e-word-of-mouth. società italiana marketing.
The influence of users' experience on the consumer decision making process. An empirical study on social e-word-of-mouth
Virginia Vannucci;
2019
Abstract
This paper aims to enhance the knowledge on the influence of electronic word-of-mouth (eWOM) on the consumer’s decision making process. Focusing on products’ reviews on social networks (SNs) an empirical research, built on an online survey with a sample of 175 consumers, was conducted. Results revealed that SNs involvement, reviews’ accessibility, and normative social influence positively improve the attitude towards reviews on SNs. Moreover, reading the products reviews on SNs (social eWOM adoption) significantly influences the intention to purchase those products. The study enriches the literature on products’ reviews and provides companies some guidance for the understanding of the role of social eWOM in influencing consumer behaviour.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
