Word-of-mouth on financial products in online communities: an exploration into the why, what, and how?
This paper examines consumers' motivations to engage in electronic word-of-mouth (WOM) and its influences on the cognitive and affective aspects of the WOM message. A sample of 201 consumers was collected from an online survey. Regressions show that four motivations had significant relationship...
| Main Authors: | , , |
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/41666 |
| _version_ | 1848756208736927744 |
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| author | Soetarto, B. Yap, Kenneth Sweeney, J. |
| author_facet | Soetarto, B. Yap, Kenneth Sweeney, J. |
| author_sort | Soetarto, B. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This paper examines consumers' motivations to engage in electronic word-of-mouth (WOM) and its influences on the cognitive and affective aspects of the WOM message. A sample of 201 consumers was collected from an online survey. Regressions show that four motivations had significant relationships with cognitive and affective aspects of positive messages and two in the case of negative messages. Cognitive and affective aspects were both found to be positively related to message effectiveness, although the former had a greater influence. Findings suggest that consumers use both positive and negative WOM to achieve their objectives, but are more selective when engaging in negative WOM. Managers should encourage consumers to share more factual information about their consumption experience with others through WOM. Managers will gain a better understanding of WOM by analyzing individual messages for its content and delivery. |
| first_indexed | 2025-11-14T09:08:33Z |
| format | Working Paper |
| id | curtin-20.500.11937-41666 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:08:33Z |
| publishDate | 2009 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-416662017-01-30T14:54:20Z Word-of-mouth on financial products in online communities: an exploration into the why, what, and how? Soetarto, B. Yap, Kenneth Sweeney, J. Cognitive influence Word-of-mouth Online survey Motivation Affective influence Financial services This paper examines consumers' motivations to engage in electronic word-of-mouth (WOM) and its influences on the cognitive and affective aspects of the WOM message. A sample of 201 consumers was collected from an online survey. Regressions show that four motivations had significant relationships with cognitive and affective aspects of positive messages and two in the case of negative messages. Cognitive and affective aspects were both found to be positively related to message effectiveness, although the former had a greater influence. Findings suggest that consumers use both positive and negative WOM to achieve their objectives, but are more selective when engaging in negative WOM. Managers should encourage consumers to share more factual information about their consumption experience with others through WOM. Managers will gain a better understanding of WOM by analyzing individual messages for its content and delivery. 2009 Working Paper http://hdl.handle.net/20.500.11937/41666 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Cognitive influence Word-of-mouth Online survey Motivation Affective influence Financial services Soetarto, B. Yap, Kenneth Sweeney, J. Word-of-mouth on financial products in online communities: an exploration into the why, what, and how? |
| title | Word-of-mouth on financial products in online communities: an exploration into the why, what, and how? |
| title_full | Word-of-mouth on financial products in online communities: an exploration into the why, what, and how? |
| title_fullStr | Word-of-mouth on financial products in online communities: an exploration into the why, what, and how? |
| title_full_unstemmed | Word-of-mouth on financial products in online communities: an exploration into the why, what, and how? |
| title_short | Word-of-mouth on financial products in online communities: an exploration into the why, what, and how? |
| title_sort | word-of-mouth on financial products in online communities: an exploration into the why, what, and how? |
| topic | Cognitive influence Word-of-mouth Online survey Motivation Affective influence Financial services |
| url | http://hdl.handle.net/20.500.11937/41666 |