Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


How Consumers Engage in & Utilize the Source of Electronic Word-of-Mouth (e-WOM)?

Author(s): Jinbong Choi

This research aims to determine how people are engaging in and utilizing the source of electronic word-of-mouth (e-WOM). The total sample of this research is 667 respondents. As a research method, this study aims to measure the participants’ use and opinions of online reviews (e-WOM) with relation to the following categories: information seeking; general credibility; information processing; susceptibility to online product reviews; and transmission of online product reviews. The result of this research shows that many people visit online review sites before purchasing a product and seek more e-WOM when purchasing expensive products. However, unlike the previous research where consumers utilize e-WOM due to credibility of information, the personal experiences and opinions of the people around them can be more important factors in influencing their purchasing decisions than e-WOM. This result affirms that consumers choose what they think are the right products and brands with the help of e-WOM when dealing with ultimate purchase intentions.