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Understanding the impact of digital cue on consumer e-WOM for plant-based food: A situational experiment to explore the roles of sensory experience and social influence

Author

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  • Ma, Ruqiu
  • Zhang, Bei

Abstract

With the extensive application of digital technologies and intelligent transformation of the food industry, digital cues have emerged as critical factors influencing consumers' purchasing decisions regarding plant-based foods. Nevertheless, few studies have systematically examined how distinct digital cues shape consumer electronic-word-of-mouth (e-WOM). Focusing on plant-based food, this study explores how digital cues shape e-WOM within the context of social e-commerce platforms. Using a situational experiment method, three experiments were conducted to examine the effects of digital cues on e-WOM. The results show that social digital cues (vs. product digital cues) have a stronger promotional effect on e-WOM. Sensory experience serves as a mediator between digital cues and e-WOM. Additionally, this study finds that social influence (online science popularization vs. social norms) moderates the pathway through which sensory experience mediates the impact of digital cues on e-WOM. This study provides significant theoretical insights by elucidating the psychological mechanisms and boundary conditions through which digital cues influence e-WOM. These findings provide practical recommendations for social e-commerce platforms and food companies to better market new types of food products.

Suggested Citation

  • Ma, Ruqiu & Zhang, Bei, 2025. "Understanding the impact of digital cue on consumer e-WOM for plant-based food: A situational experiment to explore the roles of sensory experience and social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001493
    DOI: 10.1016/j.jretconser.2025.104370
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