eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty

Thomas W. Gruen, Talaibek D Osmonbekov, Andrew J. Czaplewski

Research output: Contribution to journalArticle

474 Scopus citations

Abstract

This paper investigates the effects of a specific form of electronic word-of-mouth (eWOM) communication, customer-to-customer know-how exchange, on customer perceptions of value and customer loyalty intentions. In addition, the paper explores the antecedents of customer-to-customer know-how exchange overlooked in prior research: motivation, opportunity, and ability. The survey results from 616 participants of an online forum suggest that customer know-how exchange impacts customer perceptions of product value and likelihood to recommend the product, but does not influence customer repurchase intentions. Interestingly, opportunity did not impact know-how exchange, whereas motivation and ability did have a significant effect. Implications for managers and future research directions are discussed.

Original languageEnglish (US)
Pages (from-to)449-456
Number of pages8
JournalJournal of Business Research
Volume59
Issue number4
DOIs
StatePublished - Apr 2006
Externally publishedYes

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Keywords

  • Ability
  • C2C
  • Customer value
  • Customer-to-customer
  • eWOM
  • Internet survey
  • Know-how exchange
  • Motivation
  • Opportunity

ASJC Scopus subject areas

  • Marketing
  • Applied Psychology

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