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Open AccessArticle

Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment

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Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University, 700506 Iaşi, Romania
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Department of Accounting, Business Information Systems and Statistics, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University, 700506 Iaşi, Romania
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Author to whom correspondence should be addressed.
Academic Editor: María Teresa Ballestar
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 992-1007; https://doi.org/10.3390/jtaer16040056
Received: 6 January 2021 / Revised: 20 February 2021 / Accepted: 8 March 2021 / Published: 10 March 2021
Nowadays, word-of-mouth is a very important component of e-commerce activity because consumers are very sensitive to other people’s opinions. Depending on the companies’ politics, these opinions can be incentivized or non-incentivized. One of the major dilemmas consists in establishing which kind of word-of-mouth has more influence on customers’ perceptions. The purpose of this study is to assess the relationships between perceived argument quality (PAQ) and perceived source expertise (PSE), on the one hand, and electronic word-of-mouth adoption intention on the other hand, for an incentivized message compared to a non-incentivized message. We processed answers from two different random groups by using adapted PAQ and PSE inventories of questions. The constructs, latent variables and items were analyzed in IBM Amos software, and our findings confirm the hypotheses regarding the relationship between the attributes of the message (argument quality and source expertise) and message credibility. Additionally, we found a significant positive relationship between message credibility and electronic word-of-mouth adoption intention. Our research also explores the moderating role of the message type (incentivized vs. non-incentivized) in the relationships above, and we discovered that the message type significantly moderates the relationship between perceived argument quality and credibility, but the type of message does not moderate the relationship between message credibility and eWOM adoption intention. View Full-Text
Keywords: incentivized word-of-mouth; message type in e-commerce; e-WOM message credibility incentivized word-of-mouth; message type in e-commerce; e-WOM message credibility
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MDPI and ACS Style

Anastasiei, B.; Dospinescu, N.; Dospinescu, O. Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 992-1007. https://doi.org/10.3390/jtaer16040056

AMA Style

Anastasiei B, Dospinescu N, Dospinescu O. Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):992-1007. https://doi.org/10.3390/jtaer16040056

Chicago/Turabian Style

Anastasiei, Bogdan; Dospinescu, Nicoleta; Dospinescu, Octavian. 2021. "Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 992-1007. https://doi.org/10.3390/jtaer16040056

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