Online word of mouth and consumer purchase intentions

Abstract

Previous researchers have explained how offline word of mouth (WOM) influences consumer behaviour. Increasingly, however, consumers are turning to online WOM, especially online forums. In an online context, the research discussed in this article replicates the approaches taken to studying offline WOM. Grounded in social comparison theory, social network analysis and the theory of reasoned action, a mall intercept survey of consumers in Hong Kong showed that both similarity between a user’s interests and a forum’s topic and user attitudes towards the forum strongly predict purchase intentions as well as having an indirect effect through helping determine the forum’s persuasiveness. Theoretical implications are discussed as well as practical implications for marketers and recommendations for further research.