The impact of word of mouth sources on the perceived usefulness of an innovation

Tomoko Kawakami*, Mark E. Parry

*この研究の対応する著者

研究成果: Article査読

19 被引用数 (Scopus)

抄録

This paper examines the role of three indirect mechanisms linking word-of-mouth communication with one of the most important innovation attributes influencing the adoption decision: perceived usefulness. The authors hypothesize that word-of-mouth (WOM) communication impacts perceived usefulness by influencing potential adopter perceptions of the credibility of innovation information, the size of the adopter population, and the availability of complementary products. To test these hypotheses, the authors analyze the survey responses of over 550 potential adopters of e-readers and smartphones. In both product samples, the perceived credibility of WOM information is positively related with perceived usefulness, which is positively related with purchase intent. Consistent with theoretical arguments regarding the importance of access to expert information sources, findings indicate that, relative to personal WOM, written and virtual WOM have stronger relationships with consumer perceptions of the credibility of innovation information. In addition, in both samples, perceived usefulness is positively related with the perceived availability of complementary products, which is positively related with both personal and written word-of-mouth. Finally, perceived usefulness has (1) a direct relationship with the perceived size of the local adopter population in the e-reader sample and (2) an indirect relationship with the same variable that is mediated by the perceived availability of complementary products in both samples. In turn, the perceived size of the local adopter population is positively related with exposure to personal word-of-mouth.

本文言語English
ページ(範囲)1112-1127
ページ数16
ジャーナルJournal of Product Innovation Management
30
6
DOI
出版ステータスPublished - 2013 11
外部発表はい

ASJC Scopus subject areas

  • 戦略と経営
  • 技術マネージメントおよび技術革新管理

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