Responses of Turkish consumers to product risk information in the context of negative eWOM
Abstract
This study explores the risk-based effects of negative electronic word-of-mouth (neWOM) perception (financial and performance risks) on electronic word-of-mouth (eWOM) credibility and purchase intention for promotion- and prevention-focused consumers. In this experimental study, a survey was conducted in which 344 people from Turkey participated. Automobiles were chosen as the subject of the survey because they are in the high-risk product category. The results from regression analysis show that the neWOM perception containing financial risk information plays a more significant role than the one containing performance risk in terms of the effect on eWOM credibility for both promotion- and prevention-focused consumers. Moreover, the neWOM containing performance risk has no effect on the eWOM credibility for promotion-focused consumers. When exposed to neWOM, the purchase intentions of both consumers are even more negatively affected by the neWOM information containing performance risk than the one with financial risk content. The results and future predictions are discussed.
Keyword : neWOM, regulatory focus theory, purchase intention, eWOM credibility, perceived risk, online complaint
How to Cite
Işçi, Ülfet, & Kitapçi, H. (2020). Responses of Turkish consumers to product risk information in the context of negative eWOM. Journal of Business Economics and Management, 21(6), 1593-1609. https://doi.org/10.3846/jbem.2020.13383
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Camacho, C. J., Higgins, E. T., & Luger, L. (2003). Moral value transfer from regulatory fit: ‘What feels right is right’ and ‘what feels wrong is wrong’. Journal of Personality and Social Psychology, 84, 498–510. https://doi.org/10.1037/0022-3514.84.3.498
Cesario, J., Grant, H., & Higgins, E. T. (2004). Regulatory fit and persuasion: transfer from ‘feeling right’. Journal of Personality and Social Psychology, 86, 388–404. https://doi.org/10.1037/0022-3514.86.3.388
Chang, E. C., & Tseng, Y. F. (2013). Research note: e-store image, perceived value and perceived risk. Journal of Business Research, 66, 864–870. https://doi.org/10.1016/j.jbusres.2011.06.012
Cheung, M., Luo, C. S., & Chen, H. (2009). Credibility of electronic word-of-mouth: informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 14(3), 9–38. https://doi.org/10.2753/JEC1086-4415130402
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: online book reviews. Journal of Marketing Research, 38(3), 345–354. https://doi.org/10.1509/jmkr.43.3.345
Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30, 65–77. https://doi.org/10.1080/00913367.2001.10673646
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanism. Management Science, 49(10), 1407–1424. https://doi.org/10.1287/mnsc.49.10.1407.17308
Fine, M. B., Gironda, J., & Petrescu, M. (2017). Prosumer motivations for electronic word-of mouth communication behaviors. Journal of Hospitality and Tourism Technology, 8(2), 280–295. https://doi.org/10.1108/JHTT-09-2016-0048
Förster, J., Higgins, E. T., & Bianco, A. T. (2003). Speed accuracy decisions in task performance: built in trade-off or separate strategic concerns? Organizational Behavior and Human Decision Processes, 90, 148–164. https://doi.org/10.1016/S0749-5978(02)00509-5
Franagin, A., Metzger, M., Pure, R., Markov, A., & Hartsel, E. (2014). Mitigating risk in ecommerce transactions: perceptions of information credibility and the role of user generated ratings in product quality and purchase intention. Electronic Commerce Research, 14(1), 1–23. https://doi.org/10.1007/s10660-014-9139-2
Halamish, V., Liberman, N., Higgins, E. T., & Idson, L. C. (2007). Regulatory focus effects on discounting over uncertainty for losses vs. gains. Journal of Economic Psychology, 29(5), 654–666. https://doi.org/10.1016/j.joep.2007.09.002
Hamstra, M. R. W., Bolderdijk, J. W., & Veldstra, J. L. (2011). Everyday risk taking as a function of regulatory focus. Journal of Research in Personality, 45(1), 134–137. https://doi.org/10.1016/j.jrp.2010.11.017
Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: motives for and consequences of reading customer articulations on the Internet. International Journal of Electronic Commerce, 8(2), 51–74. https://doi.org/10.1080/10864415.2003.11044293
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Herzenstein, M., Posavac, S. S., & Brakus, J. J. (2007). Adoption of new and really new products: The effects of self-regulation systems and risk salience. Journal of Marketing Research, 44(2), 251–260. https://doi.org/10.1509/jmkr.44.2.251
Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300. https://doi.org/10.1037/0003-066X.52.12.1280
Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, L. C., Ayduk, O. N., & Taylor, A. (2001). Achievement orientations from subjective histories of success: Promotion pride versus prevention pride. European Journal of Social Psychology, 31(1), 3–23. https://doi.org/10.1002/ejsp.27
Higgins, E. T., & Spiegel, S. (2004). Promotion and prevention strategies for self-regulation: a motivated cognition perspective. In R. F. Baumeister & K. D. Vohs (Eds.), Handbook of self-regulation (pp. 171–187). The Guilford Press.
Himmelreich, S. (2019). Digitale Unternehmenskritiker. Determinanten unternehmens- kritischer Kommentare im Internet. Springer. https://doi.org/10.1007/978-3-658-26747-6_5
Hong, J., & Lee, A. Y. (2008). Be fit and be strong: mastering self-regulation through regulatory fit. Journal of Consumer Research, 34(5), 682–695. https://doi.org/10.1086/521902
Hsu, C.-L., Yu, L.-C., & Chang, K.-C. (2017). Exploring the effects of online customer reviews, regulatory focus, and product type on purchase intention: Perceived justice as a moderator. Computers in Human Behavior, 69, 335–346. https://doi.org/10.1016/j.chb.2016.12.056
Hussain, S., Ahmed, W., Jafar, R. M., Rabnawaz, A., & Jianzhou, Y. (2017). eWOM source credibility, perceived risk and food product customer’s information adoption. Computers in Human Behavior, 66, 96–102. https://doi.org/10.1016/j.chb.2016.09.034
Ismagilova E., Slade, E., Rana, N. P., & Dwidedi, K. Y. (2020). The effect of characteristics of source credibility on consumer behaviour: a meta-analysis. Journal of Retailing and Consumer Service, 53, 1–9. https://doi.org/10.1016/j.jretconser.2019.01.005
Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. Proceedings of the Third Annual Conference of the Association for Consumer Research, 10, 382–393.
Jiménez, F. R., & Mendoza, N. A. (2013). Too popular to ignore: the influence of online reviews on purchase intentions of search and experience products. Journal of Interactive Marketing, 27(3), 226–235. https://doi.org/10.1016/j.intmar.2013.04.004
Kim, M., & Lee, M. (2015). Effects of review characteristics and consumer regulatory focus on perceived review usefulness. Social Behavior and Personality, 43(8), 1319–1333. https://doi.org/10.2224/sbp.2015.43.8.1319
Kreutzer, R. T. (2015). Digitale revolution. Auswirkungen auf das Marketing. Springer. https://doi.org/10.1007/978-3-658-09394-5
Kreutzer, R. T. (2019). Online marketing (2nd ed.). Springer. https://doi.org/10.1007/978-3-658-25360-8
Ku, Y. C., Wei C. P., & Hsiao, H. W. (2012). To whom should I listen? Finding reputable reviewers in opinion-sharing communities. Decision Support Systems, 53(3), 534–542. https://doi.org/10.1016/j.dss.2012.03.003
Kumashiro, M., Rusbult, C. E., Finkenauer, C., & Stocker, S. L. (2007). To think or to do: The impact of assessment and locomotion orientation on the Michelangelo phenomenon. Journal of Social and Personal Relationships, 24(4), 591–611. https://doi.org/10.1177/0265407507079261
Lee, A. Y., & Aaker, J. L. (2004). Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. Journal of Personality and Social Psychology, 86(2), 205–218. https://doi.org/10.1037/0022-3514.86.2.205
Lee, K.-T., & Koo, D.-M. (2012). Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974–1984. https://doi.org/10.1016/j.chb.2012.05.018
Lin, T. M. Y., & Fang, C.-H. (2006).The effects of perceived risk on the word-of-mouth communication dyad. Social Behavior and Personality: An International Journal, 34(10), 1207–1216. https://doi.org/10.2224/sbp.2006.34.10.1207
Lin, H.-F., & Shen, F. (2012). Regulatory focus and attribute framing: Evidence of compatibility effects in advertising. International Journal of Advertising, 31, 169–188. https://doi.org/10.2501/IJA-31-1-169-188
Lis, B. & Fischer, M. (2020). Analyzing different types of negative online consumer reviews. Journal of Product & Brand Management, 29(5), 637–653. https://doi.org/10.1108/JPBM-05-2018-1876
Luo, H., Huang, W., Chen, C., Xie, K., & Fan, Y. (2018, July). An empirical study on the impact of negative online word-of-mouth on consumer’s purchase intention. In 15th International Conference on Service Systems and Service Management (ICSSSM) (pp. 1–6). IEEE. https://doi.org/10.1109/ICSSSM.2018.8465093
Nan, G., Yang, J., & Dou, R. (2017). Do only review characteristics affect consumers’ online behaviors? A study of relationship between reviews. Journal of Electronic Commerce Research, 18(4), 330–345.
Park, C., & Lee, M. T. (2009). Antecedents of online reviews’ usage and purchase influence: an empirical comparison of U.S. and Korean consumers. Journal of Interactive Marketing, 23(4), 332–340. https://doi.org/10.1016/j.intmar.2009.07.001
Park, C., Wang, Y., Yao, Y., & Kang, Y. R. (2011). Factors influencing e-WOM effects: using experience, credibility and susceptibility. International Journal of Social Science and Humanity, 1(1), 74–79. https://doi.org/10.7763/IJSSH.2011.V1.13
Prendergast, G., Ko, D., & Yuen, S. Y. V. (2010). Online word of mouth and consumer purchase intention. International Journal of Advertising, 29(5), 687–708. https://doi.org/10.2501/S0265048710201427
Shihab, M. R., & Putri, A. (2019). Negative online reviews of popular products: understanding the effects of review proportion and quality on consumers’ attitude and intention to buy. Electronic Commerce Research, 19(1), 159–187. https://doi.org/10.1007/s10660-018-9294-y
Schöler, A. (2010). Negative Mundpropaganda durch Beschwerden. In A. M. Schüller, & T. Schwarz (Eds.), Leifaden WOM Marketing (pp. 375–388). Marketing-BÖRSE.
Steckel, J. H., Winer, R. S., Bucklin, R. E., Dellaert, B. G. C., Dreze, X., Haubl, G., Jap, S. D., Little, J. D. C., Meyvis, T., Montgomery, A. L., & Rangaswamy, A. (2005). Choice in interactive environments. Marketing Letters, 16(3/4), 309–320. https://doi.org/10.1007/s11002-005-5894-0
Stone, R. N., & Mason, B. J. (1995). Attitude and risk: exploring the relationship. Psychology and Marketing, 12(2), 135–153. https://doi.org/10.1002/mar.4220120205
Strauss, B., & Seidel, W. (2007). Complaint management, dissatisfied customers as beneficial target group (4th ed.). Hanser.
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