eWOM as Source of Influence: The Impact of Participation in eWOM and Perceived Source Trustworthiness on Decision Making

AbstractWord of mouth (WOM) is an important information source for consumers. Previous researchers have shown it is more credible and persuasive than commercial information. The development of new electronic media has increased the importance of this interpersonal influence (referred to as eWOM). The degree of participation in eWOM varies among individuals. Participation in eWOM is composed of two behaviors: opinion-seeking behavior and opinion-giving behavior. Several antecedents of participation in eWOM have been previously studied, but the consequences of participating are mostly unknown. This article proposes and tests a theoretical model that analyzes the extent to which participation in eWOM can be considered a determinant of eWOM influence on decision making at an individual level, and it includes perceived source trustworthiness as a mediator. Both opinion-seeking and opinion-giving behaviors seem to predict eWOM influence on decision making. Results also indicate that perceived source trustworthiness partially mediates the relationship between opinion-seeking behavior and eWOM influence on decision making. In contrast, perceived source trustworthiness totally mediates the relationship between opinion-giving behavior and eWOM influence on decision making. Therefore, perceived source trustworthiness arises as a key factor of eWOM influence on decision making for those who usually give opinions.Keywords: eWOM influence on decision makingperceived source trustworthinessopinion-giving behavioropinion-seeking behavior