Theoretical Models Of Relationships Between Electronic Word Of Mouth And Customer Purchase Intention

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2.4 Theoretical Model of Relationships between Electronic Word of Mouth and Customer Purchase Intention

There are some theories adopted in prior E-WOM communication studies. Most of the papers discuss a dual-process theory of human information processing such as the Elaboration Likelihood Model (ELM) and the Heuristic-Systematic Model (HSM) [12], both of these are the most commonly used theoritical foundation in the study of the impact of E-WOM communication [12]. Many studies adopted the source credibility literature to explain the characteristics of this new form of word-of-mouth communication [12]. Below are the table of theoretical foundations of prior E-WOM studies.
There are several models and theories of information adoption by consumers
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Competition, economic conditions and social pressure can be included as non-controlled environmental factors. Representing internal processes, its variables include emotional and cognitive responses e.g. arousal, fear, and liking as well as perceived risk, dissonance, and expectations. Finally, intention to act, activities related to choice i.e. actual choices, outcomes, and reactions to choice that can be included to represent behavioural responses. In consumer behaviour research, theorizing individuals' reactions to environmental information by using the S-O-R framework provides an opportunity to capture consumer response elements and decision-making …show more content…
It was described that E-WOM (S) evoked brand awareness; brand association; brand loyalty and perceived quality (O) within consumers, and these internal states have strong influence on consumer's behavioural responses (R). That is, when consumer encounters E-WOM (S), it activates internal information processing i.e. brand equity (O) and consequently behavioural response (R) which relates to the brand as the consumer processes information.

Researchers uses the S-O-R models in online environment, found that purchase intention and intention to engage in WOM activities are related to E-WOM. Thus, it was considered that brand-related outcomes of consumer activities that could be related to E-WOM in social media context called as possible behavioural outcomes. In addition to the basic constructs of the S-O-R model (i.e., informational stimuli, emotional and cognitive responses, approach and avoidance behaviours) which have been examined previously. For this research the model includes cognitive and emotional responses variables (i.e. brand equity and brand attitude) as a component of organism because main goals for companies engaged in social media activities are not only to increase brand awareness but also to build and enhance strong relationships with new and existing customers

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