Electronic Word-of-Mouth (eWOM) has become an important communication method and has received considerable interest. This study examined how direction of eWOM (positive vs. negative) and tie strength influence consumers’ online purchase decision making and how the relationships are moderated by self-construal of online consumers. The empirical results showed that the effects of eWOM direction on intention to click, attitude toward the product ad, product attitude, and purchase intention were stronger for consumers with interdependent self-construal than for those with independent self-construal. Besides, the results also showed that the effects of tie strength between reviewer and consumer on intention to click, attitude toward the product ad, product attitude and purchase intention were stronger for interdependent consumers than for independent consumers when receiving eWOM from their strong ties; whereas, the effects were stronger for independent consumers than for interdependent consumers when receiving eWOM from their weak ties. The findings of this study offer insights for advertiser to develop effective online marketing strategy on social networking sites.
Wu, Ling-Ling; Lee, Andy; and Kuo, Yun-Kai, "The Effects Of Direction Of Electronic Word-Of-Mouth And Tie Strength On Purchase Decisions: Self-Construal As The Moderator" (2016). PACIS 2016 Proceedings. 325.