The role of eWOM (electronic word-of-mouth) message format and direction impact on perceived informativeness of prospective browsing online consumers

This experiment explores the methods used by online consumers to evaluate electronic word-of-mouth (eWOM) message format regarding products differently and its influence on perceived informativeness. Each participant was exposed to several formats of eWOMs manipulated in terms of score and text based format. The informative impact showed significant differences across positive and negative eWOM messages. During online browsing the reviewer gave a suggestive commentary, which was impacted by online browsers. These signified to what degree the eWOM influences the decision of browsers purchasing online. The customer-customer information exchange is measured in terms of informativeness, by conducting a 2 (positive vs. negative) × 2 (score rating vs. text-based) × 2 (search vs. experience) repeated-measure factorial experiment. The effects on eWOMs perceived informativeness were tested. 118 Chinese college students in east China participated in our research. The results showed that the interaction of formats and direction play significant role in the exchange of information between previous and potential consumers.