Antecedents of and their effect on trust in online word-of-mouth : case Finnish discussion forums

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dc.contributor.author Ulmanen, Heini
dc.date.accessioned 2011-10-16T06:53:40Z
dc.date.available 2011-10-16T06:53:40Z
dc.date.issued 2011
dc.identifier.uri http://urn.fi/URN:NBN:fi:jyu-2011101611548 en
dc.identifier.uri http://hdl.handle.net/123456789/36814
dc.description.abstract The growing importance of digital marketing communications and digital marketing channels has raised challenges in understanding this new environment and consumers’ action within it. Objective of this study was to explore the dynamics of online word-of-mouth and consumers’ trust formation towards it. Literature review offers a comprehensive view to trust in its contradictory nature, to the unique characteristics of online word-of-mouth. Research was explanatory and causal, trying to find relationships between variables derived from previous studies and theory. Quantitative method was employed to measure following latent variables: Trustworthiness of a community, website quality, accuracy, relevance, and comprehensiveness of information, information quality, trust in online word-of-mouth and intention to use a discussion forum. Empirical part concentrated on one type of online communities’, discussion forums’, users’ evaluations of different trust enhancing dimensions and the effect on intention to use the discussion forum. Data was obtained through web-based survey which resulted in 442 valid answers. Data was analyzed using Structural Equation Modeling (SEM) technique which offers a way to test hypothesized relationships between constructs. Analysis was conducted with LISREL and resulted in modified empirical model as well as rejecting some of the hypotheses. Findings imply that trust in online word-of-mouth is constituted of two dimensions; friendliness of a community and information value. One expected dimension affecting trust in online word-of-mouth, website quality, was not found and had to be left out from the final model. In addition, competence of community user’s and relevancy of information found in discussion forums were excluded from the final analysis. Friendliness of other users is important antecedent of trust in online word-ofmouth, as well as comprehensiveness and accuracy of information. Managers need to understand that comprehensiveness may mean information beyond basic product description; experiences are sought from other users in discussion forums. Trust in nonline word-of-mouth had a significant impact on future intention to use the discussion forum.
dc.format.extent 83 s.
dc.language.iso eng
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject.other Trust
dc.subject.other online word-of-mouth
dc.subject.other discussion forums
dc.subject.other information quality
dc.title Antecedents of and their effect on trust in online word-of-mouth : case Finnish discussion forums
dc.type Book en
dc.identifier.urn URN:NBN:fi:jyu-2011101611548
dc.subject.ysa digitaalinen markkinointi
dc.subject.ysa luottamus
dc.subject.ysa viraalimarkkinointi
dc.subject.ysa keskustelupalstat
dc.type.dcmitype Text en
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master’s thesis en
dc.contributor.tiedekunta Jyväskylän yliopiston kauppakorkeakoulu fi
dc.contributor.tiedekunta Jyväskylä University School of Business and Economics en
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine markkinointi fi
dc.date.updated 2011-10-16T06:53:41Z

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