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Effect of eWOM review on beauty enterprise: a new interpretation of the attitude contagion theory and information adoption model

Li-Chun Hsu (National Taitung University, Taitung, Taiwan)

Journal of Enterprise Information Management

ISSN: 1741-0398

Article publication date: 31 March 2021

Abstract

Purpose

This study developed a new interpretation of the attitude contagion theory, with the information adoption model (IAM) as the theoretical basis. A review of electronic word-of-mouth studies was conducted by using informational and individual determinants to develop an integrated empirical model that identified the antecedents and consequences of consumer attitude toward online reviews.

Design/methodology/approach

This study recruited 750 members of Facebook beauty fan pages in Taiwan and used the structural equation model to test research hypotheses.

Findings

Results revealed that perceived “ electronic word-of mouth (eWOM) credibility of online reviews” and “product involvement” could be used to explain the effects of attitude toward online reviews. Regarding the attitude contagion effect, the effect of “attitude toward online review” on both “attitude toward a product” and “attitude toward a brand” is stronger than that on “eWOM adoption.”

Originality/value

This paper provides valuable insights into the antecedents, consequences and mediating mechanisms that determine consumer attitude toward online reviews.

Keywords

Citation

Hsu, L.-C. (2021), "Effect of eWOM review on beauty enterprise: a new interpretation of the attitude contagion theory and information adoption model", Journal of Enterprise Information Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEIM-07-2020-0261

Publisher

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Emerald Publishing Limited

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