Effects of eWOM on Consumer Behavior: a Stimulus-Organism-Response Model Proposition
RymSrarfiTabbane
Higher school of Digital Economy
University of Manouba, Tunisia
Email:
MohsenDebabi
Ecole Supérieure de Commerce
University of Manouba, Tunisia
Email:
Abstract
Electronic word of mouth (eWOM) is defined as "any positive or negative statement made by potential, actual, or former customer about a product or company, which is made available to a multitude of people and institutions via the Internet” (Henning-Thurau et al. 2004, p. 39) and it is also considered as an interpersonal source of information that is capable of influencing the consumers when taking their decisions.
Because of its impact on consumer behavior and its influence on the consumer’s purchase decision, eWOM has become during the last decadean interesting topic for both researchers and practitioners in the marketing field. However, and despite the great number of studies dealing with eWOM, the research remains fragmented and the attempts to unify the research are very rare(Cheung and Thadani 2012).
In fact, if the influence of eWOM on consumer behavior is no longer called into question, understanding the mechanisms that are involved and discovering the variables that influence this behavior remains a question not well studied. This theoretical research aims to propose a general framework that allows a better understanding of the consumer’s reactions after an exposure to eWOM stimulus.
Based on a literature review, this study proposes a broad conceptual framework that helpsto better understand the impact of eWOM on consumer behavior.More precisely, our theoretical research usesthe Stimulus-Organism-Response model (SOR) to study the processes influencing the consumer behavior after being exposed to eWOM (the Stimulus). In fact, as indicated byJacoby (2002),the SOR model has the ability to explain the impact of the environmental stimuli on the consumer reactions (the Organism) which in turn affect the consumer’s behaviors (the Response). And, because the S-O-R model allows a better understanding of the reactions of the individuals who were exposed to a stimulus, the model can help us to discern the reactions of the consumer after an exposure to eWOM messages and to highlight the variables that intervene in the relationship eWOM exposure - internal reactions - behavioral responses.
The internal reactions that take place after an exposure to stimuli can either be cognitive or emotional. Cognitive reactions are the process of thought(Jacoby 2002), they usually refer to the psychological functions of the individual information processing. The emotional reactions refer to the experience of the feelings or the emotions after an exposure to the stimulus (Jacoby 2002).And according to the SOR model, when consumers are exposed to eWOM messages they can develop two kinds of internal reactions: cognitive or emotional reactions.
As stated by the elaborated likelihood model (ELM model) the type of reaction developed by the consumer can be determined by the situational involvement felt by the consumer. In fact, this theory introduces the idea that after having perceived a message, consumers can engage, in two different routes: a central route or a peripheral route. In the central route, the consumer gives more attention to the message content of the message, while in the peripheral route he gives more attention to the message form. The choice between engaging in a central or in a peripheral route depends on the consumer’s degree of involvement (Petty et al. 1983). The ELM model suggests that the receptors are more likely to follow a central route involving a cognitive processing when he experiences high levels of involvement. On the contrary, the receptors are more likely to engage in a peripheral route, when they experience low levels of involvement.
When consumers exposed to eWOM are involved, they can develop a cognitive reaction (central route). In the opposite case, when the involvement felt is low, consumers may tend to develop an emotional reaction after being exposed to eWOM stimulus (peripheral route). These two internal reactions will subsequently have a direct impact on their attitude towards the eWOM message which in turn will influence the attitude towards the product; this latter attitude will have an impact on the decisions regarding the consumer purchase intention (Response).
The conceptual model proposed in this theoretical study traces two different routes that a consumer can adopt after being exposed to eWOM stimulus. Depending on his involvement level, the consumer will pursue even the central route or the peripheral route. Each route will influence the development of specific types of internal reactions. These internal reactions will have a direct impact on the consumer’s purchase intentions.
This study presents an interesting theoretical contribution because it allows approaching the eWOM from a new perspective by focusing on both the impact of eWOM on the consumer’s cognitive and emotional reactions. However, it shows the limitation of not being validated by an empirical study and further empirical research is needed to evaluate the proposed model. Moreover, in our study, the concept of eWOM has been addressed as an overall concept; it would be interesting to examine the impact of the factors associated with the eWOM stimulus (such as the valence, the quality of the argument and the degree of bias of the message) that may have an influence on the internal reactions and on the behavioral responses of consumers.
References
Cheung, Christy M. K. and Dimple R. Thadani (2012), "The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model." Decision Support Systems 54.1, 461-70.
Henning-Thurau, Thorsten F., Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler (2004), "Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? ." Journal of Interactive Marketing 18, 38-52.
Jacoby, Jacob (2002), "Stimulus-Organism-Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior." Journal of Consumer Psychology (Lawrence Erlbaum Associates) 12.1, 51-57.
Petty, Richard E., John T. Cacioppo, and David Schumann (1983), "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement." Journal of consumer research 10.2, 135-46.
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