{"title":"The Effects of Negative Electronic Word-of-Mouth and Webcare on Thai Online Consumer Behavior","authors":"Pongsatorn Tantrabundit, Lersak Phothong, Ong-art Chanprasitchai","volume":138,"journal":"International Journal of Economics and Management Engineering","pagesStart":729,"pagesEnd":742,"ISSN":"1307-6892","URL":"https:\/\/publications.waset.org\/pdf\/10009111","abstract":"
Due to the emergence of the Internet, it has extended the traditional Word-of-Mouth (WOM) to a new form called “Electronic Word-of-Mouth (eWOM).” Unlike traditional WOM, eWOM is able to present information in various ways by applying different components. Each eWOM component generates different effects on online consumer behavior. This research investigates the effects of Webcare (responding message) from product\/ service providers on negative eWOM by applying two types of products (search and experience). The proposed conceptual model was developed based on the combination of the stages in consumer decision-making process, theory of reasoned action (TRA), theory of planned behavior (TPB), the technology acceptance model (TAM), the information integration theory and the elaboration likelihood model. The methodology techniques used in this study included multivariate analysis of variance (MANOVA) and multiple regression analysis. The results suggest that Webcare does slightly increase Thai online consumer’s perceptions on perceived eWOM trustworthiness, information diagnosticity and quality. For negative eWOM, we also found that perceived eWOM Trustworthiness, perceived eWOM diagnosticity and quality have a positive relationship with eWOM influence whereas perceived valence has a negative relationship with eWOM influence in Thai online consumers.<\/p>\r\n","references":"[1]\tX. Wang, \u201cThe effect of inconsistent word-of-mouth during the service encounter,\u201d Journal of Services Marketing, Vol. 25, No. 4, pp. 252-259, 2011.\r\n[2]\tJ. C. Sweeney, G. N. Soutar, & T. Mazzarol, \u201cFactors influencing word of mouth effectiveness: receiver perspectives,\u201d European Journal of Marketing, Vol. 42, No. 3\/4, pp. 344-364, 2008.\r\n[3]\tC. Matos & C. Rossi, \u201cWord-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators,\u201d Journal of the Academy of Marketing Research, Vol. 36, No. 4, pp. 578-596, 2008.\r\n[4]\tInternet World Statistics. (2017, June 30). World Internet Usage and Population Statistics (online). Available: http:\/\/www.Internetworldstats.com\/stats.htm\r\n[5]\tG. Van Noort & L. M. Willemsen, \u201cOnline damage control: the effects of proactive versus reactive webcare interventions in consumer-generated an brand-generated platforms,\u201d Journal of Interactive Marketing, Vol.22, No. 3, pp. 131-140, 2012.\r\n[6]\tL. M. Willemsen, P. C. Neijens, F. Bronner. & J. A. de Ridder, \u201cHighly recommended: the content characteristics and perceived usefulness of online consumer reviews,\u201d Journal of Computer-Mediated Communication, Vol.17, pp. 19-38, 2011. \r\n[7]\tL. Qiu, J. Pang & K. H. Li, \u201cEffects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence,\u201d Decision Support Systems, Vol. 54, No.1, pp. 631-643, 2012.\r\n[8]\tL. M. Willemsen \u201cElectronic word of mouth: Challenges for consumers and companies,\u201d Doctoral thesis, University of Amsterdam, Amsterdam, Netherlands, 2013.\r\n[9]\tT. Hennig-Thurau, K. P. Gwinner, G. Walsh & D. D. Gremler, \u201cElectronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?\u201d Journal of Interactive Marketing. Vol. 18, no.1, pp. 38-52, 2004.\r\n[10]\tJ. Na, T. T. Thet & S. G. Khoo, \u201cComparing sentiment expression in movie reviews from four online genres,\u201d Online Information Review, vol. 34, no.2, pp. 317-338, 2010.\r\n[11]\tA. Ahmed (2013, July 16). Online reviews \u2013 the new word-of-mouth. University of Minnesota Extension. Avialable: http:\/\/blog.lib.umn.edu\/vitality\/emarketing-guides\/2013\/07\/online-reviews---the-new-word-of-mouth-the-new-word-of-mouth\/\r\n[12]\tU. Gretzel. & K. H. Yoo, K. H. (2008). \u201cUse and impact of online travel reviews. Information and Communication Technologies in Tourism,\u201d vol. 2, pp. 35-46, 2008.\r\n[13]\tP. Chatterjee, \u201cOnline review: do consumers use them?\u201d Advances in Consumer Research, Vol. 28, pp. 129-134, 2001.\r\n[14]\tH. S. Bansel. & P. A. Voyer. \u201cWord-of-mouth processes within a service purchase decision context,\u201d.Journal of Service Research, vol. 3, no. 2, pp. 166-177, 2000.\r\n[15]\tM. Huang, F Cai, A. S. L. Tsang, & N. Zhou, N., \u201cMaking your online voice loud: the critical role of WOM information,\u201d.European Journal of Marketing., vol. 45, no. 7\/8, pp. 1277-1297, 2011. \r\n[16]\tC. Chen. & N. H. Lurie, \u201cTemporal contiguity and negativity bias in the impact of online word-of-mouth,\u201d Journal of Marketing Research, vol. 50, no. 4, pp. 463-476, 2013.\r\n[17]\tT. Zhou. & Y. Lu, \u201cThe effects of personality on user acceptance of mobile commerce,\u201d International Journal of Human-Computer Interaction, vol. 27, no. 6, pp. 545-561, 2011.\r\n[18]\tM. Lee & S. Youn, \u201cElectronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement,\u201d International Journal of Advertising, vol. 28, no.3, pp. 473, 2009.\r\n[19]\tS. Teng, K. W. Khong, W. W. Goh & A. Y. L. Chong, A. Y. L. \u201cExamining the antecedents of persuasive eWOM message in social media,\u201d Online Information Review, vol. 38, no.6, pp. 746-768, 2014.\r\n[20]\tR. A. Westbrook, \u201cProduct\/consumption-based affective responses and postpurchase processes,\u201d Journal of Marketing Research, vol. 24, no.3, pp. 258-70, 1987.\r\n[21]\tR. D. Blackwell, P. W. Miniard & J. F. Engel, J. F. Consumer Behavior, 9th ed., San Diego, United States: Harcourt College Publishers, 2001.\r\n[22]\tJ. Berger. \u201cWord of mouth and interpersonal communication: A review and direction for future research,\u201d Journal of Consumer Psychology, vol. 24, no. 4, pp. 586-607, 2014.\r\n[23]\tM. R. Solomon. Consumer Behavior: Buying, Having, and Being, 8th ed, New Jersey, United Stated: Pearson Education, Inc, 2009. \r\n[24]\tD. F. Duhan, S. D. Johnson, J. B. Wilcox & G. D., Harrell. \u201cInfluences on consumer use of word-of-mouth recommendation sources,\u201d Journal of the Academy of Marketing Science, Vol 25, Issue 4, pp. 283-295. 1997.\r\n[25]\tK. O\u2019Reilly & S. Marx. \u201cHow young, technical consumers assess online WOM credibility,\u201d Qualitative Market Research: An International Journal, Vol. 14, Issue 4, pp. 330-359. 2011.\r\n[26]\tJ. Kietzmann. & A. Canhoto. \u201cBittersweet! Understanding and managing electronic word of mouth. Journal of Public Affairs,\u201d Vol. 13, No. 2, pp. 146-159. 2013.\r\n[27]\tP. Wu & Y. Wang. \u201cThe influences of electronic word-of-mouth message appeal and message source credibility on brand attitude,\u201d Asia Pacific Journal of Marketing and Logistics, Vol. 23, No. 4, pp. 448-472. 2011.\r\n[28]\tJ. Brown, A. Broderick & N. Lee. \u201cWord of mouth communication within online communities: conceptualizing the online social network,\u201d Journal of Interactive Marketing, Vol. 21, No. 3, pp. 2\u201320. 2007.\r\n[29]\tN. F. Awad. & A. Ragowsky. \u201cEstablishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders,\u201d Journal of Management Information Systems, Vol. 24, No. 4, pp. 101-121. 2008.\r\n[30]\tW. G. Mangold, F. Miller & G. R. Brockway. \u201cWord-of-mouth communication in the service marketplace,\u201d The Journal of Services Marketing, Vol. 13, No. 1, pp. 73-89. 1999.\r\n[31]\tG. S. Day. \u201cAttitude change, media and word of mouth,\u201d Journal of Advertising Research, Vol. 11, No. 6, pp. 31\u201340. 1971.\r\n[32]\tM. Lopez. & M. Sicilia. \u201cDeterminants of E-WOM influence: The role of consumers\u2019 Internet experience,\u201d Journal of Theoretical and Applied Electronic Commerce Research. Vol. 9, No. 1. pp. 28-43. 2014.\r\n[33]\tA. S. L. Tsang. & G. Prendergast. \u201cIs a \u2018star\u2019 worth a thousand words?: The interplay between product review texts and rating valences\u201d European Journal of Marketing, Vol. 43, Issue. 11\/12, pp. 1269-1280. 2009.\r\n[34]\tA. S. L. Tsang. & G. Prendergast. \u201cDoes culture affect evaluation expressions? A cross-cultural analysis of Chinese and American computer game reviews\u201d European Journal of Marketing, Vol. 43, Issue. 5\/6, pp. 686-707. 2009.\r\n[35]\tJ. Eliashberg. & S. M. Shugan. \u201cFilm critics: influencers or predictors?\u201d Journal of Marketing, Vol. 61, pp. 68-78. 1997.\r\n[36]\tS. Basuroy. S. Chatterjee. & S. A. Ravid. \u201cHow critical are critical reviews? The box office effects of film critics, star power, and budgets,\u201d Journal of Marketing, Vol. 67, No. 103-117. 2003.\r\n[37]\tJ. A. Chevalier. & D. Mayzlin. \u201cThe effect of word of mouth on sales: Online book reviews,\u201d Journal of Marketing Research, Vol. 43, No. 3, 345-354. 2006.\r\n[38]\tP. M. West. & S. M. Bronizrczyk. \u201cIntegrating multiple opinions: the role of aspiration level on consumer response to critic consensus,\u201d Journal of Consumer Research, Vol. 25, pp. 38-51. 1998.\r\n[39]\tP. A. Pavlou. & A. Dimoka. \u201cThe nature and role of feedback text comments in online marketplaces: Implications for trust building, price premiums, and seller differentiation,\u201d Information Systems Research, Vol. 17, No. 4, pp. 392-414. 2006.\r\n[40]\tY. Chan. & E. Ngai. \u201cConceptualizing electronic word of mouth activity: An input-process-output perspective,\u201d Marketing Intelligence & Planning, Vol. 29, No. 5, pp. 488-516. 2011.\r\n[41]\tN. H. Anderson. Foundation of information integration theory. New York, United States: Academic Press. 1981.\r\n[42]\tZ. Jiang. & I. Benbasat. \u201cInvestigating the Influence of the Functional Mechanisms of Online Product Presentations\u201d Systems Research, Vol. 18, No. 4, pp. 454-470. 2007.\r\n[43]\tE. Keller. & J. Berry. \u201cWord-of-mouth: The real action is offline,\u201d Advertising Age, Vol. 77, pp. 20. 2006.\r\n[44]\tM. D. Slater. & D. Rouner. \u201cHow message evaluation and source attributes may influence credibility assessment and belief change,\u201d Journalism & Mass Communication Quarterly, Vol. 73, No. 4, pp. 974-991. 1996.\r\n[45]\tA. D. Gershoff., A. Mukherjee. & A. Mukhopadhyay. \u201cConsumer acceptance of online agent advice: Extremity and positivity effects,\u201d Journal of Consumer Psychology, Vol. 13, No. 1\/2, pp. 161-170. 2003.\r\n[46]\tL. Festinger. \u201cA theory of social comparison processes,\u201d Human Relations, Vol. 7, No. 2, pp. 117\u2013140. 1954.\r\n[47]\tH. Kelman. \u201cProcesses of opinion change,\u201d Public Opinion Quarterly, Vol. 25, pp. 57\u201378. 1961.\r\n[48]\tI. Ajzen. & M. Fishein. \u201cThe Prediction of Behavioral Intentions in a Choice Situation,\u201d Journal of Experimental Social Psychology, Vol. 5, pp. 400-416. 1969.\r\n[49]\tI. Ajzen, \u201cThe theory of planned behavior,\u201d Organizational Behavior and Human Decision Processes, Vol. 50, pp. 179\u2013211. 1991.\r\n[50]\tF. D. Davis, F. D. \u201cPerceived usefulness, perceived ease of use, and user acceptance of information technology\u2019\u201d MIS Quarterly, Vol. 13, No. 3, pp. 319-340. 1989.\r\n[51]\tV. Choudhury. & E. Karahanna. \u201cThe relative advantage of electronic channels: A multidimensional view,\u201d MIS Quarterly, Vol. 32, No. 1, pp. 179-200. 2008.\r\n[52]\tJ. M. Feldman. & J. Lynch. \u201cSelf-generated validity and other effects of measurement on belief, attitude, intention and behavior,\u201d Journal of Applied Psychology, Vol. 73, No. 3, pp. 421-435. 1998.\r\n[53]\tJ. Roca., J. J. Garcia & J. de la Vaga. \u201cThe importance of perceived trust, security and privacy in online trading systems,\u201d International Management & Computer Security, Vol. 17, No. 2, pp. 96-113. 2009.\r\n[54]\tR. E. Petty. & J. T. Cacioppo. Elaboration Likelihood Model, San Diego, CA, United States: Academic press. 1996.\r\n[55]\tD. H. Park. & S. Kim. \u201cThe effect of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews,\u201d Electronic Commerce Research and Applications, Vol. 7, No. 4, pp. 399-410. 2009.\r\n[56]\tS. Mishra. U. N. Umesh. & D. E. Stem. \u201cAntecedents of the attraction effect: An information-processing approach,\u201d Journal of Marketing Research, Vol. 30, No. 3, pp. 331\u2013349. 1993.","publisher":"World Academy of Science, Engineering and Technology","index":"Open Science Index 138, 2018"}