The power of electronic Word of Mouth in inducing adoption of emerging technologies

Dušan Mladenović, Roberto Bruni, Raffaele Filieri, Elvira Ismagilova, Prateek Kalia and Michal Jirásek

Technology in Society, 2024, vol. 79, issue C

Abstract: This study examines the influence of electronic Word-of-Mouth (eWOM) on consumer expectations and intentions to adopt emerging technologies, specifically focusing on cryptocurrency payment methods. Employing the Elaboration Likelihood Model (ELM), the research utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (PLS-MGA) to analyze data from a diverse sample of 505 respondents sourced from MTurk. The findings reveal that the quality, consistency, and volume of eWOM significantly shape consumer expectations. Notably, the two-sidedness of online reviews does not have any substantial impact on both expectations and adoption behaviors toward cryptocurrency payment methods. Furthermore, factors such as the time spent online, and the frequency of online shopping were found to partially moderate the effects of eWOM on adoption behavior. This research contributes pioneering insights into the role of eWOM in influencing consumer attitudes towards cutting-edge technologies, extending existing knowledge beyond traditional consumer decisions to include technological adoption, particularly in digital finance. This offers valuable implications for technology firms and digital marketers aiming to harness eWOM to promote new technological solutions.

Keywords: eWOM; cryptocurrency adoption; Elaboration likelihood model; Argument quality; Review volume; Review consistency (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:79:y:2024:i:c:s0160791x24002720

DOI: 10.1016/j.techsoc.2024.102724

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