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Understanding Consumer Attitudes Toward Web-based Communication Tools

Author

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  • Raghu Kurthakoti
  • Siva K. Balasubramanian
  • John H. Summey

Abstract

Motivated by the growing role of online transactions and Web-related Word-Of-Mouth (WWOM) in the consumer behavior domain, we propose a theoretical model that relates two antecedents (consumers¡¯ community and content ownership) to attitudes toward four WWOM tools (Viral Marketing, Consumer-Produced Ads, Consumer Web Logs, and Collaborative Filters). The model and related hypotheses are empirically tested with the structural equation modeling (SEM) approach, using data from a large-scale survey. Results validated most of the proposed hypotheses and generated new insights. For example, we found that the direct relation between consumers¡¯ community and their attitude toward blogs was completely mediated by their sense of content ownership. Finally, we delineate the limitations of the study and outline directions for future research.

Suggested Citation

  • Raghu Kurthakoti & Siva K. Balasubramanian & John H. Summey, 2016. "Understanding Consumer Attitudes Toward Web-based Communication Tools," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 1-11, June.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:1-11
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    References listed on IDEAS

    as
    1. Biswas, Dipayan, 2004. "Economics of information in the Web economy: Towards a new theory?," Journal of Business Research, Elsevier, vol. 57(7), pages 724-733, July.
    2. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
    3. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 333-348, December.
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    Cited by:

    1. Oleksandr Dorokhov & Liudmyla Dorokhova & Milica Delibasic & Justas Streimikis, 2017. "Consumer Behavior Modeling - Fuzzy Logic Model for Air Purifiers Choosing," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 13(4), pages 61-77.

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    More about this item

    Keywords

    Web Word of Mouth; Consumer produced ads; viral marketing; structural equation modeling; mediation;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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