رفتار پذیرش اطلاعات آنلاین مصرف کننده: انگیزه و پیشین ارتباطات متن دهان الکترونیکی

Electronic word of mouth influences the consumer buying behavior through the online exchange of customer opinions and experiences about commodities using social networking sites. Reviews or comments posted on the Internet by consumers and experts are based on their personal experiences and the evaluation and expert analysis of a product. The current study explains an overview of key elements of eWOM communication antecedents, addresses eWOM motives to analyze food products purchasing factors associated with consumer engagement. We found certain factors of eWOM that should be considered in decision making according to the model for information adoption. It revealed that consumers’ need for social interaction, economic incentives, and self-worth reinforcement are the primary drivers of eWOM involvement. However, argument quality was found to be more appealing then eWOM source credibility for food product purchasing. Practitioners should make their strategies to follow the credibility standards, trustworthy vehicles, perceived values, informative and digital channels for the enhancement of eWOM communications. eWOM communication is an emerging area, further research can be focused on the meta-analysis of relative factors, such as responses, moderators, and credibility to eWOM communication.