Product type and word of mouth: a dyadic perspective
Abstract
Purpose
Strong evidence suggests that word‐of‐mouth (WOM) communication varies in its influence according to product type; however, empirical research remains deficient. The purpose of this paper is to propose a procedural model to examine the influence of product type on both the effect and spread of related WOM information at the same time.
Design/methodology/approach
Using a self‐administered questionnaire, a sample of 895 consumers across 16 different products was collected; results were analyzed using structural equation modeling.
Findings
WOM was found to be more influential and more widely spread for services than for goods. In addition, although the level of receivers' perceived risk (PR) is generally assumed to be a significant antecedent of WOM influence (WI), the results of the study indicate that PR is not a direct function of WI. Instead, WOM request (WR) mediates the effect of PR on WI.
Originality/value
To the authors' knowledge, this is the first study to examine the relationship between product type and WOM from a dyadic perspective. Moreover, the authors introduced two important mediators – namely, PR and WR – in the model in order to identify different potential effects of WOM in a seeker‐initiated context. The results of this study will enhance knowledge about the influences of WOM information.
Keywords
Citation
Fang, C., Lin, T.M.Y., Liu, F. and Hsiang Lin, Y. (2011), "Product type and word of mouth: a dyadic perspective", Journal of Research in Interactive Marketing, Vol. 5 No. 2/3, pp. 189-202. https://doi.org/10.1108/17505931111187802
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited