What question did this study set out to answer?

To examine how interpersonal and noninterpersonal forces interact to influence word-of-mouth effects during service purchase decision-making.

November 1, 2000Journal of Service Research

Word-of-Mouth Processes within a Services Purchase Decision Context

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Authors

HBHarvir S. BansalUniversity of Waterloo PVPeter VoyerWindsor University School of Medicine

Discussion

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Implication

Investigation reveals interpersonal and noninterpersonal drivers of word-of-mouth influence in service purchases, highlighting interconnected consumer decision dynamics.

Key Points

To examine how interpersonal and noninterpersonal forces interact to influence word-of-mouth effects during service purchase decision-making.
Integrated interpersonal forces with traditional noninterpersonal word-of-mouth models in a service purchase context.
Evaluated the structural relationships between consumer expertise, perceived risk, tie strength, and active information seeking.
Noninterpersonal forces, including receiver expertise, receiver perceived risk, and sender expertise, directly affect the magnitude of word-of-mouth influence on purchase choices.
Interpersonal forces, specifically tie strength and active word-of-mouth seeking, significantly alter the impact of recommendations on service choices.
Noninterpersonal factors exert an indirect influence on purchase decisions by directly driving interpersonal dynamics between senders and receivers.

Cite This Study

Bansal et al. (2000) studied this question.

synapsesocial.com/papers/69d98f151ad561c6736849bf https://doi.org/10.1177/109467050032005

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Implication

Investigation reveals interpersonal and noninterpersonal drivers of word-of-mouth influence in service purchases, highlighting interconnected consumer decision dynamics.

Word-of-Mouth Processes within a Services Purchase Decision Context

Discussion

Member takes

Implication

Key Points

Cite This Study

Word-of-Mouth Processes within a Services Purchase Decision Context

Discussion

Member takes

Implication

Key Points

Cite This Study

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