Antecedents of attitudes toward eWOM communication: differences across channels
研究了消费者对电子口碑的态度在不同数字渠道（如博客、社交网络、论坛）的差异，发现态度及其前因（如信息可信度、刺激性）因渠道而异，对品牌营销策略有指导意义。
Purpose Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels. Design/methodology/approach Data were collected through a web-based survey on seven major digital communication channels. ANOVA was applied in order to analyze their differences. In addition, structural equation modeling was used to test the eWOM attitude model, using a sample of 864 participants who have had prior experience with the channels under study. Findings Findings indicate that both attitude toward eWOM and its antecedents significantly differ across channels. Additionally, a path analysis model reveals that the original integrated model applies to eWOM communications. Yet, in the case of eWOM, irritating messages may be positively related to attitude toward the channel, and credibility serves as a mediator of message value. Research limitations/implications This paper supports the notion that attitude toward eWOM communication significantly differs across media channels. Future research should examine additional implications of attitude toward eWOM, and explore new and evolving channels. Practical implications Practitioners should adjust their eWOM media strategy to their objectives; blogs and social networks are more effective for brand attitude formation, whereas web forums enhance message credibility. Originality/value To the best of the authors’ knowledge, this is the first research study that tests attitudinal differences toward eWOM across digital channels. As such, it contributes to the understanding of people’s perception of these platforms.