Research Colloquium talk – Factors Affecting the Adoption of an Electronic Word of Mouth Message: A Meta-Analytic Structural Equation Modeling Study

Talk Overview

Electronic word of mouth (eWoM) messages are increasingly consequential for consumers’ decisions regarding products/services. This has led to a large body of scholarly research on factors affecting eWoM message adoption. Adoption of an eWoM message refers to accepting the information and recommendations contained in an eWoM message, which consequently influence consumers’ cognitive and behavioral tendencies toward pertinent products/services. Notwithstanding the contributions of prior eWoM studies, we observe inconsistent findings across these studies that make a consensus difficult to reach. Lack of consistency is also evident among eWoM service providers in the selection and presentation order of the pertinent factors on their sites. To address this gap, we draw on the heuristic-systematic model in a meta-analytic structural equation modeling study to test a nomological eWoM adoption model that assesses the factors affecting the adoption of an eWoM message. Our meta-analysis of 87 eWoM studies, comprising 105,318 observations, sheds light on eight factors toward eWoM message adoption. Our findings unravel the multitude of ways in which these factors can influence eWoM message adoption and show the relative importance of these factors based on their total effects on eWoM message adoption. This enables the eWoM service providers to enhance the inconsistencies in the selection and presentation order of important factors toward eWoM message adoption on their sites.

When: Friday, March 6, 1-2:00pm

Where: CDM Theater 708

Who: HAMED QAHRI-SAREMI, Assistant Professor, DePaul University

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Speaker bio: HAMED QAHRI-SAREMI is an Assistant Professor of Information Systems at DePaul University in Chicago, IL. He holds a Ph.D. in business administration with a concentration on information systems from the DeGroote School of Business, McMaster University. His research interests lie at the intersection of social and technological systems, including the positive and negative impacts of information systems and computer-mediated communications. His research papers have appeared in various journals, such as Journal of Management Information Systems, Journal of Strategic Information Systems, Information & Management, New Media & Society, Internet Research, Computers & Education, Expert Systems with Applications, Journal of Organizational Computing and Electronic Commerce, and European Financial Review, and are presented in various IS and management conferences. He has served in various capacities as an associate editor, a track chair, a reviewer for different journals and conferences in information systems.