THE EFFECT OF PRICE PRESENTATION, SALES RESTRICTIONS, AND SOCIAL NETWORKS ON CONSUMER EWOM ACTIVITIES: TWO-PHASE VALIDATION

Word-of-mouth (WOM) is recognized as an effective communication channel among consumers. The Internet provides consumers with richer sales information and more online associates than do brick-and-mortar stores but makes complex the assessment of the shaping of electronic WOM (eWOM) intention and return on eWOM. Thus, we will conduct two experiments to examine the shaping of eWOM intention and return on eWOM. The first experiment explore the eWOM broadcasting from the perspective of eWOM senders in a laboratory setting, and the second experiment will validate the eWOM model from the perspective of both message senders and receivers. The first experiment will allow us to control for variables that are difficult to control in the field and examine the mechanisms behind eWOM intention. The preliminary validation of the research model will increase its explanatory power in the field and allow us examine the value of eWOM associated with eWOM intention