iBusiness

Volume 5, Issue 1 (March 2013)

ISSN Print: 2150-4075   ISSN Online: 2150-4083

Google-based Impact Factor: 1.57  Citations  h5-index & Ranking

Provide Consumers with What They Want on Word of Mouth Forums

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DOI: 10.4236/ib.2013.51A007    4,918 Downloads   7,262 Views  Citations

ABSTRACT

Internet word-of-mouth (WOM) has a powerful impact on the consumer information search process. However, richness in information causes information overload. Consumers are not able to efficiently find the information they need among numerous and often redundant WOM postings and forums. As consumers become knowledgeable about WOM outlets, they may lower their search cost as they learn what kind of information to expect on various WOM forums. This conceptual paper develops research propositions to explain: 1) types of information consumers expect to see on different types of WOM forums, and 2) how expectations relate to satisfaction with WOM information and forums.

Share and Cite:

Y. Liu, D. Dong and R. Burnkant, "Provide Consumers with What They Want on Word of Mouth Forums," iBusiness, Vol. 5 No. 1A, 2013, pp. 58-66. doi: 10.4236/ib.2013.51A007.

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