{"title":"Impact of Electronic Word-of-Mouth to Consumer Adoption Process in the Online Discussion Forum: A Simulation Study","authors":"Aussadavut Dumrongsiri","volume":41,"journal":"International Journal of Information and Communication Engineering","pagesStart":480,"pagesEnd":490,"ISSN":"1307-6892","URL":"https:\/\/publications.waset.org\/pdf\/7064","abstract":"Web-based technologies have created numerous\r\nopportunities for electronic word-of-mouth (eWOM) communication.\r\nThere are many factors that affect customer adoption and decisionmaking\r\nprocess. However, only a few researches focus on some\r\nfactors such as the membership time of forum and propensity to trust.\r\nUsing a discrete-time event simulation to simulate a diffusion model\r\nalong with a consumer decision model, the study shows the effect of\r\neach factor on adoption of opinions on on-line discussion forum. The\r\npurpose of this study is to examine the effect of factor affecting\r\ninformation adoption and decision making process. The model is\r\nconstructed to test quantitative aspects of each factor. The simulation\r\nstudy shows the membership time and the propensity to trust has an\r\neffect on information adoption and purchasing decision. The result of\r\nsimulation shows that the longer the membership time in the\r\ncommunities and the higher propensity to trust could lead to the\r\nhigher demand rates because consumers find it easier and faster to\r\ntrust the person in the community and then adopt the eWOM. Other\r\nimplications for both researchers and practitioners are provided.","references":"[1] \"DoubleClick Consumer Holiday Shopping Survey Finds the Internet\r\nContinues to Gain Share of Holiday Spending,\" The Free Library. 2004.\r\nRetrieved March 30, 2010\r\nfrom http:\/\/www.thefreelibrary.com\/DoubleClick Consumer Holiday\r\nShopping Survey Finds the Internet...-a0132601538\r\n[2] Lazarfeld Katz , Personal Influence. Free Press. 1955.\r\n[3] J. Arndt, \"Role of product-related conversations in the diffusion of a\r\nnew product\". Journal of Marketing Research, vol. 4, pp. 291-295,\r\n1967.\r\n[4] J.E. Engel, R.D. Blackwell, R. J. Kegerreis, \"How information is used to\r\nadopt an innovation,\" Journal of Advertising Research, vol. 9, 3-8. 1969.\r\n[5] M.L. Richins, \"Negative word-of-mouth by dissatisfied consumers: a\r\npilot study,\" Journal of Marketing, vol. 47, pp. 68-78. 1983.\r\n[6] M.L. Richins, T. Root-Shaffer, \"The role of involvement and opinion\r\nleadership in consumer word-of-mouth: an implicit model made\r\nexplicit,\" Advances in Consumer Research, vol. 15, pp. 32-36. 1988.\r\n[7] Thorsten Hennig-Thurau, Kevin P. Gwinner, Gianfranco Walsh, and\r\nDwayne D. Gremler, \"Electronic Word-Of-Mouth Via Consumer-\r\nOpinion Platforms: What Motivates Consumers to Articulate\r\nThemselves on the Internet?,\" Journal of Interactive Marketing, vol. 18,\r\npp. 38-52, 2004.\r\n[8] C.M.K. Cheung, M.K.O. Lee, \"Information adoption in an online\r\ndiscussion forum,\" Proceedings of the International Joint Conference on\r\ne-Business and Telecommunications, Barcelona, Spain, pp. 28-31 July,\r\n2007.\r\n[9] Nan Hu, Ling Liu, and Jennifer Zhang, \"Do online Reviews Affect\r\nProduct Sales? The Role of Reviewer Characteristics and Temporal\r\nEffects,\" Information Technology and Management, vol. 9, 2008\r\n[10] E.M. Rogers, Diffusion of Innovations. The Free Press, New York. 1964.\r\n[11] M. Kramer, Organizational Trust, pp. 82-108, 2006\r\n[12] Xinxin Li, \"Strategic Implications of Online Word of Mouth,\"\r\nunpublished doctoral dissertation, University of Pennsylvania. 2005.\r\n[13] E M. Bass, \"A new product growth for model consumer durables,\"\r\nManagement Science. vol. 15, no. 5, pp. 215-227. 1969","publisher":"World Academy of Science, Engineering and Technology","index":"Open Science Index 41, 2010"}