| Makale Bilgileri |
| Dergi: |
Business and Economics Research Journal |
| Makalenin Başlığı: |
The Effect of Message Valence on e-WoM Spread:
A Moderated Mediation Analysis |
| Yazar(lar): |
Edin Güçlü Sözer |
| Cilt: |
10 |
| Sayı: |
2 |
| Yıl: |
2019 |
| Sayfa: |
541-555 |
| ISSN: |
2619-9491 |
| DOI Numarası: |
10.20409/berj.2019.184 |
|
| Öz |
| This study aims to examine the effect of e-WoM message on the intention level of consumers to spread the word to other consumers in the presence of a moderated mediation interaction effect between risk perception and uncertainty avoidance levels of consumers. An experimental design was implemented, and the manipulated experimental condition was e-WoM message represented in two levels, negative and positive. The results indicate that, compared to negative ones, positive e-WoM messages lead to higher intention to share the message with other consumers. However, in the presence of perceived risk, the positive direct effect of positive messages turns into a negative indirect effect when perceived risk mediates this relationship. Moreover, this negative indirect effect stabilizes with the uncertainty avoidance moderated relationship between e-WoM message and perceived risk. In the light of these findings, a two levels e-WoM communication strategy was proposed to maximize the benefits of positive customer feedbacks: Construction of a strong pool of positive e-WoM messages generated by existing satisfied customers and the use of negative framing in the marketing communication messages targeted to prospect customers. |
| Anahtar Kelimeler: |
e-WoM, Message Valence, Perceived Risk, Uncertainty Avoidance |
|
| JEL Sınıflandırması: |
M30, M31, M37 |
|
