eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty

Thomas W. Gruen; Talai Osmonbekov; Andrew J. Czaplewski

doi:10.1016/j.jbusres.2005.10.004

eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty

Thomas W. Gruen, Talai Osmonbekov, Andrew J. Czaplewski

Business, The W.A. Franke College of (CoB)

Research output: Contribution to journal › Article › peer-review

699 Scopus citations

Abstract

This paper investigates the effects of a specific form of electronic word-of-mouth (eWOM) communication, customer-to-customer know-how exchange, on customer perceptions of value and customer loyalty intentions. In addition, the paper explores the antecedents of customer-to-customer know-how exchange overlooked in prior research: motivation, opportunity, and ability. The survey results from 616 participants of an online forum suggest that customer know-how exchange impacts customer perceptions of product value and likelihood to recommend the product, but does not influence customer repurchase intentions. Interestingly, opportunity did not impact know-how exchange, whereas motivation and ability did have a significant effect. Implications for managers and future research directions are discussed.

Original language	English (US)
Pages (from-to)	449-456
Number of pages	8
Journal	Journal of Business Research
Volume	59
Issue number	4
DOIs	https://doi.org/10.1016/j.jbusres.2005.10.004
State	Published - Apr 2006

Keywords

Ability
C2C
Customer value
Customer-to-customer
Internet survey
Know-how exchange
Motivation
Opportunity
eWOM

ASJC Scopus subject areas

Marketing

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10.1016/j.jbusres.2005.10.004

Cite this

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title = "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty",

abstract = "This paper investigates the effects of a specific form of electronic word-of-mouth (eWOM) communication, customer-to-customer know-how exchange, on customer perceptions of value and customer loyalty intentions. In addition, the paper explores the antecedents of customer-to-customer know-how exchange overlooked in prior research: motivation, opportunity, and ability. The survey results from 616 participants of an online forum suggest that customer know-how exchange impacts customer perceptions of product value and likelihood to recommend the product, but does not influence customer repurchase intentions. Interestingly, opportunity did not impact know-how exchange, whereas motivation and ability did have a significant effect. Implications for managers and future research directions are discussed.",

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AB - This paper investigates the effects of a specific form of electronic word-of-mouth (eWOM) communication, customer-to-customer know-how exchange, on customer perceptions of value and customer loyalty intentions. In addition, the paper explores the antecedents of customer-to-customer know-how exchange overlooked in prior research: motivation, opportunity, and ability. The survey results from 616 participants of an online forum suggest that customer know-how exchange impacts customer perceptions of product value and likelihood to recommend the product, but does not influence customer repurchase intentions. Interestingly, opportunity did not impact know-how exchange, whereas motivation and ability did have a significant effect. Implications for managers and future research directions are discussed.

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KW - Internet survey

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eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty

Abstract

Keywords

ASJC Scopus subject areas

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