Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/16047
Title: Informational and relational influences on electronic word of mouth : an empirical study of an online consumer discussion forum
Authors: Shih, HP
Lai, KH 
Cheng, TCE 
Keywords: Constraint-based relationship
Consumer discussion forums
Dedication-based relationship
Elaboration likelihood model
Electronic word of mouth (eWOM)
Informational influence
MOA framework
Relational influence
Issue Date: 2013
Publisher: M E Sharpe Inc
Source: International journal of electronic commerce, 2013, v. 17, no. 4, p. 137-165 How to cite?
Journal: International Journal of Electronic Commerce 
Abstract: In the face of market competition and growing digitization in commerce, electronic word-of-mouth (eWOM) communication has become increasingly important in shaping consumer attitudes and behaviors. We consider eWOM communication not only as an information exchange but also as a social exchange via online consumer discussion forums. Thus, we take a dual view of online communication, considering both its informational and relational influences, to predict eWOM behaviors. We propose a theoretical model, grounded in the elaboration likelihood model, the motivationopportunity- ability framework, and constraint-based and dedication-based relationships, to predict eWOM intention. We test this model by surveying users of an online discussion forum. Our empirical results indicate that dedication-based relational influence is more significant than informational influence in driving online referral behaviors. A dedicationbased relationship has a stronger effect on eWOM intention than does a constraint-based relationship. Moreover, affective attitudes rather than cognitive attitudes significantly determine eWOM intention.
URI: http://hdl.handle.net/10397/16047
ISSN: 1086-4415
DOI: 10.2753/JEC1086-4415170405
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