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dc.contributor.authorUlmanen, Heini
dc.date.accessioned2011-10-16T06:53:40Z
dc.date.available2011-10-16T06:53:40Z
dc.date.issued2011
dc.identifier.otheroai:jykdok.linneanet.fi:1185439
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/36814
dc.description.abstractThe 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.extent83 sivua
dc.language.isoeng
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.subject.otherTrust
dc.subject.otheronline word-of-mouth
dc.subject.otherdiscussion forums
dc.subject.otherinformation quality
dc.titleAntecedents of and their effect on trust in online word-of-mouth : case Finnish discussion forums
dc.typeBooken
dc.identifier.urnURN:NBN:fi:jyu-2011101611548
dc.type.dcmitypeTexten
dc.type.ontasotPro gradufi
dc.type.ontasotMaster’s thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.date.updated2011-10-16T06:53:41Z
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi20423
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysoluottamus
dc.subject.ysoviraalimarkkinointi
dc.subject.ysokeskustelupalstat


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