Using trust and willingness to influence the spread of electronic word-of-mouth

Authors: Conna Yang, Charles V. Trappey

Journal: Chiao Da Management Review. Dec. 2012, 32(2): 105-134.

Keywords: Electronic word-of-mouth; trust; willingness to communicate

Modem consumers use the lntemet as a ubiquitous channel for seeking information and sharing experiences prior, duriing, and after purchasing. Post-purchase statements made by electronic word-of-mouth have become a quick and efficient means to increase product awareness among consumers. Using electronic word-of-mouth is important for developing brands, increasing e-commerce website loyalty, and cuing consumer behavior. This research demonstrates how willingness to communicate and individual trust influences electronic word-of-mouth. Tie strength is the construct used to measure interactions between trust and willingness among 257 survey respondents. Structural equation modeling was applied to test the model and hypotheses. The research results support the hypothesis that there is a significant relationship between trust and electronic word of mouth. The results also show that willingness to communicate has significant relationships with electronic word-of-mouth-activity, positive electronic word-of-mouth, and negative electronic word-of-mouth. Finally, the study presents the managerial implications of using electronic word of mouth for lntemet marketing and maintaining consumer loyalty.