eWOM: The Impact of Customer-To-Customer Online Know-How Exchange On Customer Value and Loyalty
Marketing and Fashion Merchandising
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. (c) 2005 Elsevier Inc. All rights reserved.
Journal of Business Research
Gruen, T. W.,
Czaplewski, A. J.
(2006). eWOM: The Impact of Customer-To-Customer Online Know-How Exchange On Customer Value and Loyalty. Journal of Business Research, 59(4), 449-456.
Available at: http://aquila.usm.edu/fac_pubs/2402