Electronic word-of-mouth: a comparison of stated and revealed behavior on electronic discussion boards

John Fong and Suzan Burton

The important influence of peer recommendations on consumer purchases has been strongly established. However, recent growth in electronic discussion boards has increased the potential for electronic word-of-mouth (eWOM) between people who have never met.
  

Electronic Word-of-Mouth: A Comparison of Stated and Revealed Behavior on Electronic Discussion Boards

John FongMacquarie University, Sydney, Australia

Suzan BurtonMacquarie University, Sydney, Australia

INTRODUCTION

A number of studies have shown that Word-of-Mouth (WOM) has an important influence on consumer purchases, and that this influence is particularly strong when a consumer is considering the purchase of a new product or service (Engel, Blackwell, and Kegerreis 1969; Katz and Lazarsfeld 1955). For example, Katz and Lazarsfeld (1955) demonstrated that WOM was the most important source of information for purchasing new household items, while Engel, Blackwell, and Kegerreis (1969)...

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