eWOM: The Impact of Customer-To-Customer Online Know-How Exchange On Customer Value and Loyalty

Document Type

Article

Publication Date

4-1-2006

Department

Marketing and Fashion Merchandising

Abstract

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.

Publication Title

Journal of Business Research

Volume

59

Issue

4

First Page

449

Last Page

456

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