JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
How Product Attributes and Innovativeness Affect the Volume of Electronic Word of Mouth?
Author(s): Jie Feng
Citation: Jie Feng, (2018) "How Product Attributes and Innovativeness Affect the Volume of Electronic Word of Mouth?," Journal of Marketing Development and Competitiveness, Vol. 12, Iss. 4, pp. 45-59
Article Type: Research paper
Publisher: North American Business Press
We empirically test a theory to explain the volume and type of electronic word of mouth. Our results suggest that utilitarian attributes are the primary determinants of negative word of mouth in that, if products are not satisfactory on those attributes, consumers are likely to express their unhappiness to other consumers. Hedonic attributes are primarily responsible for positive word of mouth in that, if they are pleased with the performance of products on those attributes, consumers are likely to discuss the positive aspects of the products. In addition, innovativeness can lead to both negative and positive word of mouth.