Understanding Consumer Attitudes Toward Web-based Communication Tools

Raghu Kurthakoti, Siva K. Balasubramanian and John H. Summey

International Journal of Marketing Studies, 2016, vol. 8, issue 3, 1-11

Abstract: Motivated by the growing role of online transactions and Web-related Word-Of-Mouth (WWOM) in the consumer behavior domain, we propose a theoretical model that relates two antecedents (consumers¡¯ community and content ownership) to attitudes toward four WWOM tools (Viral Marketing, Consumer-Produced Ads, Consumer Web Logs, and Collaborative Filters). The model and related hypotheses are empirically tested with the structural equation modeling (SEM) approach, using data from a large-scale survey. Results validated most of the proposed hypotheses and generated new insights. For example, we found that the direct relation between consumers¡¯ community and their attitude toward blogs was completely mediated by their sense of content ownership. Finally, we delineate the limitations of the study and outline directions for future research.

Keywords: Web Word of Mouth; Consumer produced ads; viral marketing; structural equation modeling; mediation (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:1-11

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