Artificial Neural Networks and Structural Equation Modeling by Unknown

Author:Unknown
Language: eng
Format: epub
ISBN: 9789811965098
Publisher: Springer Nature Singapore

6 Discussion

This chapter started from a set of basic points about the process of measuring the total impact of negative and positive eWOM about the products offered by companies. How this leads to the formation of intentions among consumers to try new channels is done based on the nature of consumers’ perceived crowding on products and how they interpret eWOM. This chapter found that there is a clear impact of the eWOM by customers in the intentions of consumers toward trying new channels for companies where we found many studies confirming this result (Basuroy et al. 2003; Park, and Jeon 2018; Sparks and Browning 2011; Litvin et al. 2008; Vermeulen and Seegers 2009; Chen et al. 2011). It is worth noting that this practical application is consistent with the Social Impact Theory developed by Bibb Latané in 1981. Where this theory is based on four main rules, one of these rules is a large number of participants about one opinion or one idea, which leads to an effective influence on others. This applies to the perceived crowding by the potential consumer in the field of our study. This theory shows that experienced individuals have a great role in influencing others to change their convictions. Therefore, positive eWOM had clear importance in directing potential consumers to go toward what they imagined of crowding toward the positives in those products on websites and various channels. This supports what studies (Goldsmith and Horowitz 2006; Liu 2006) indicated that positive eWOM had the most prominent role in creating a positive situation and a sense of reassurance by the consumer toward Internet sites. Also, positive eWOM will lead to positive behavior and good experiences, both at the individual and collective levels.

On the other hand, negative eWOM had negative effects on consumers’ attitudes and intentions (Chevalier and Mayzlin 2006; Noort and Willemsen 2012). The results of the study showed that both positive and negative eWOM had an impact on consumers’ intentions. To clarify the nature of these differences, it is important to highlight the indicators with a high level of influence and for each gender independently. About negative eWOM, we see that females are affected by the aesthetic and formal aspects of the product and are always looking for the added value of these products compared to other products that they have tried. Where the value index was high, as a result of the high impact of negative reactions on women regarding the value of the product. On the other hand, the study found that females are very concerned about failing to order properly. This is because females usually shop for multiple things from different brands, which leads to failures in processing. It also became clear in the results of the study that females tend to deal with high flexibility on the Internet and always stay away from mishandling dealings that are characterized by severity and not taking into account the possibility of reconsidering the processing of a specific order or the possibility of returning or replacing a specific product.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.