The Influence of e-WOM on Consumer Behaviour in the Context of Cosmetic WeblogsTools Chu, Ya-Ling (2011) The Influence of e-WOM on Consumer Behaviour in the Context of Cosmetic Weblogs. [Dissertation (University of Nottingham only)] (Unpublished)
AbstractWord-0f-Mouth (WOM) in the offline context has long been documented having the powerful persuasion on consumer behaviour; however, E-WOM just started attracting scholars marketing practitioners‟ attentions because of burgeoning development of the Internet in recent years. Past studies have researched that social connection and perceived credibility are main influential factors on determining persuasiveness of WOM. E-WOM literature has also emphasized such powerful force in the context of online consumer reviews, discussion forums, and online communities. As one of the new Internet-mediated platforms, weblogs enables the Internet users to express their thoughts and share personal experience of products and services with other weblog readers online. Through an online survey in this study, social connection and perceived credibility have been manifested as influential predictors on persuasiveness of e-WOM in the context of cosmetic blogs. The result indicated that social connection between weblogs and weblog users strengthens normative influence on information receivers, forming behaviour intentions and information forwarding. Also, the expertise of bloggers together with trustworthiness perceived by weblog readers have direct and positive impacts on perceived persuasiveness. That is, the higher degree of social connection and perceived credibility the higher level of persuasiveness of e-WOM information receivers perceive.
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