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ANTECEDENTS OF TRADITIONAL AND ELECTRONIC WORD-OFMOUTH COMMUNICATION: STUDENT POPULATION-BASED STUDY

Ivana Kursan Milaković orcid id orcid.org/0000-0003-3843-8908 ; Ekonomski fakultet Sveučilišta u Splitu
Mirela Mihić ; Ekonomski fakultet Sveučilišta u Splitu
Natalija Ivasečko ; Ekonomski fakultet Sveučilišta u Splitu


Puni tekst: engleski pdf 209 Kb

str. 97-111

preuzimanja: 1.278

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Sažetak

Word-of-mouth communication (WOM) represents a very credible
form of communication exerting a great impact on the consumer/
buyer behaviour. Since WOM can take place in both offline
and online environment, it is important to acknowledge the
potential significance of both settings. The main purpose of this
research was to explore the impact of several antecedents (consumer
innovativeness, need to belong and perceived source credibility) on
the traditional and electronic WOM information receiving. The
research was conducted on the sample of 203 students from several
countries (Croatia, Bosnia and Herzegovina, and Serbia). Data
were analysed using a variety of statistical techniques and methods,
including exploratory and confirmatory factor analyses, and
structural equation modelling (SEM). The results indicate that
the research factors do not influence WOM and eWOM in the
same way, thus exhibiting different significance and intensity of
the influence. Namely, consumer innovativeness positively impacts
WOM and eWOM indicating a stronger influence on WOM. The
need to belong does not influence WOM or eWOM. The perceived
source credibility proved to be significant for the eWOM information
receiver. Besides theoretical relevance, the gained results
have marketing implications for practice/marketing experts in
addressing the WOM communication in both offline and online
environment.

Ključne riječi

WOM, eWOM, consumer innovativeness, need to belong, source credibility

Hrčak ID:

190206

URI

https://hrcak.srce.hr/190206

Podaci na drugim jezicima: hrvatski

Posjeta: 1.825 *