Online information search and utilization of electronic word-of-mouth

Authors:
Essi Pöyry;Petri Parvinen;Jari Salo;Hedon Blakaj;Olli Tiainen
Affiliations:
Aalto University, AALTO;Aalto University, AALTO;Aalto University, AALTO;Aalto University, AALTO;Aalto University, AALTO
Venue:
Proceedings of the 13th International Conference on Electronic Commerce
Year:
2011

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Abstract

Research on online consumer information search behavior has typically concentrated on search-type information instead of experience information. This article focuses on electronic word-of-mouth (eWOM) as a source of experience information, and we study the relationships between the antecedents, amount and utilization of eWOM searched. Using survey data from 1660 customers of two travel agencies, we find that 1) the search for eWOM differs distinctively from the search for marketer-generated online content, and 2) the more eWOM is being searched, the less it is being utilized in the final purchase decision.