Advanced

The Role of Negative eWOM in a High Involvement Decision Context

Eicher, Brad; Beesapu, Shiva Bhaskary and Roeleveld, Michel (2009)
Department of Business Administration
Abstract
The main purpose of this thesis is to uncover the relationship that exists between the formation of purchase intentions and the factors that influence the process of intent formation; a specific focus will be given to the discovery of the impact of negative eWOM within a consumer’s pre purchase decision context.
The thesis uses an inductive and qualitative design. The authors propose and apply two data collection approaches, non participant observations and semi structured interviews. Grounded theory and scenario analysis are utilized as main tools of analysis.
This thesis builds upon prior WOM and eWOM literature and consumer behavior theory literature. The primary theoretical foundation however is based on Howard & Sheth (1967) consumer... (More)
The main purpose of this thesis is to uncover the relationship that exists between the formation of purchase intentions and the factors that influence the process of intent formation; a specific focus will be given to the discovery of the impact of negative eWOM within a consumer’s pre purchase decision context.
The thesis uses an inductive and qualitative design. The authors propose and apply two data collection approaches, non participant observations and semi structured interviews. Grounded theory and scenario analysis are utilized as main tools of analysis.
This thesis builds upon prior WOM and eWOM literature and consumer behavior theory literature. The primary theoretical foundation however is based on Howard & Sheth (1967) consumer decision model and helps our understanding of the consumer purchase behavior and its components within the decision process.
Data was collected over a month long period via non participant observations and semi structured interviews with male Swedish consumers. There were four concepts discovered that influence the process of intent formation. Out of these four, two concepts, namely information exposure and information evaluation are the most important, when a specific focus is given on negative eWOM within a consumer’s pre purchase high involvement decision context. The impact of negative eWOM is quite intense and consumers are thus very much influenced by negative eWOM during the pre purchase decision process. (Less)
Please use this url to cite or link to this publication:
author
Eicher, Brad; Beesapu, Shiva Bhaskary and Roeleveld, Michel
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
WOM, Negative eWOM, Consumer Behavior, High Involvement Decision, Grounded Theory, Management of enterprises, Företagsledning, management
language
Swedish
id
1474525
date added to LUP
2009-06-02 00:00:00
date last changed
2012-04-02 17:39:03
@misc{1474525,
  abstract     = {The main purpose of this thesis is to uncover the relationship that exists between the formation of purchase intentions and the factors that influence the process of intent formation; a specific focus will be given to the discovery of the impact of negative eWOM within a consumer’s pre purchase decision context.
The thesis uses an inductive and qualitative design. The authors propose and apply two data collection approaches, non participant observations and semi structured interviews. Grounded theory and scenario analysis are utilized as main tools of analysis.
This thesis builds upon prior WOM and eWOM literature and consumer behavior theory literature. The primary theoretical foundation however is based on Howard & Sheth (1967) consumer decision model and helps our understanding of the consumer purchase behavior and its components within the decision process.
Data was collected over a month long period via non participant observations and semi structured interviews with male Swedish consumers. There were four concepts discovered that influence the process of intent formation. Out of these four, two concepts, namely information exposure and information evaluation are the most important, when a specific focus is given on negative eWOM within a consumer’s pre purchase high involvement decision context. The impact of negative eWOM is quite intense and consumers are thus very much influenced by negative eWOM during the pre purchase decision process.},
  author       = {Eicher, Brad and Beesapu, Shiva Bhaskary and Roeleveld, Michel},
  keyword      = {WOM,Negative eWOM,Consumer Behavior,High Involvement Decision,Grounded Theory,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Role of Negative eWOM in a High Involvement Decision Context},
  year         = {2009},
}