The Quality Of Wom In The Online Shopping Essay

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The current issue and full text archive of this journal is available at www.emeraldinsight.com/2040-7122.htm JRIM 4,4 The quality of word-of-mouth in the online shopping mall HyeKyoung Kim and Jihoon Song Oklahoma State University, Stillwater, Oklahoma, USA Abstract Purpose – The purpose of this paper is to examine the relationships among the quality of word-of-mouth (WOM), online trust, perceived usefulness, perceived ease of use, and online shopping intention in the online shopping mall. This study presented participation and response of others on bulletin boards or product review sections as the factors that affect the quality of WOM through literature review. Design/methodology/approach – A theoretical review and an empirical study were conducted and the hypotheses were tested through the empirical analysis. Findings – The paper finds that participation and response of others on bulletin board or product review section have positive effects on the quality of WOM. It was revealed that the quality of WOM has positive effects on online trust, and online trust has positive effects on perceived usefulness, shopping intension and perceived ease of use. In addition, the results demonstrated that perceived ease of use and perceived usefulness have positive effects on shopping intention. Originality/value – Many studies on online shopping malls are mostly focused on the effects of following the action by positive or negative WOM. This study examines the factors that determine the quality of online WOM, and it seeks to examine the effects of such WOM on the following actions such as online trust and purchase intention. Keywords Trust, Electronic commerce, Consumer behaviour, Internet shopping Paper type Research paper 376 Received May 2010 Revised August 2010 Accepted August 2010 Journal of Research in Interactive Marketing Vol. 4 No. 4, 2010 pp. 376-390 q

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