دیدگاه روش ترکیب شده در تبلیغات الکترونیکی در زمینه بازار آزاد
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|15200||2013||10 صفحه PDF||سفارش دهید||8300 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : International Journal of Information Management, Volume 33, Issue 4, August 2013, Pages 687–696
Electronic word-of-mouth (eWOM) has been identified as a key factor affecting online sales. However, the factors leading to eWOM in the open-market context are not fully understood. Since many Internet vendors have adopted the open-market business model, it is essential to understand the factors for eWOM leading to the success of open-market business. This study investigates factors affecting eWOM in the open-market context based on a sequential combination of qualitative and quantitative research methods. The exploratory findings in the qualitative study form the basis for the quantitative study survey research. The findings from this mixed methods study indicate the significance of three new factors (information-sharing desire, self-presentation desire, and open-market reward) and two established factors (open-market satisfaction and open-market loyalty) affecting eWOM directly and indirectly. This study makes a useful contribution to the broader literature on eWOM. These findings also inform open-market providers as to how to promote and manage eWOM for online business success.
eWOM is a WOM system that exists in virtual space in which messages are sent or received related to products or services, and which users experience through chatting or online boards. In a recent study, eWOM was defined as interpersonal communication among consumers regarding a company, product, or service through Internet-based technology (Noh, Lee, Sohn, & Kim, 2013). There have been several studies on eWOM (see Table 1). Based on the conceptual development of eWOM (Dellarocas, 2003), previous studies have examined the roles and effects of eWOM in online shopping contexts, such as in sales (Brown et al., 2005, Chevalier and Mayzlin, 2006, Lee et al., 2011 and Zhu and Zhang, 2010) and business performance (Duan et al., 2008). In particular, previous research has identified several motivators related to eWOM activities, such as commitment (Brown et al., 2005), customer perceptions of product value (Gruen et al., 2006), and identity (Forman et al., 2008). However, the role and effects of eWOM have been examined only in the context of a single online vendor (Brown et al., 2005, Chen et al., 2011, Chevalier and Mayzlin, 2006, Forman et al., 2008, Gruen et al., 2006, Lee et al., 2011 and Mudambi and Schuff, 2010) or a single industry (Duan et al., 2008 and Zhu and Zhang, 2010).
نتیجه گیری انگلیسی
WOM has been identified as a key factor affecting trust and online sales (Dellarocas, 2003). Based on WOM's key role and its significant effects on sales, previous research has examined WOM in several contexts, such as typical offline marketing contexts and online shopping contexts. However, while the open-market approach has been adopted by many online vendors, understanding has been limited about the context-specific factors affecting online WOM (i.e., eWOM) activities in the open-market context. This study adds to the small number of previous studies examining eWOM and its antecedents in the open-market context. We adopted a mixed methods approach that sequentially implemented qualitative and quantitative research methods. The qualitative research method was useful in exploring the open-market-related factors. Adding to previous research on WOM, this study extends our understanding of eWOM and its antecedents in the open-market context. In particular, this study has found three new factors (information-sharing desire, self-presentation desire, and open-market reward) affecting eWOM directly as well as two other factors (open-market satisfaction and open-market loyalty) affecting eWOM both directly and indirectly. This report of research also provides suggestions for taking advantage of the identified motivators of eWOM in the open-market context.