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Evaluation context's role in driving positive word‐of‐mouth intentions
Author(s) -
Wien Anders Hauge,
Olsen Svein Ottar
Publication year - 2012
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1402
Subject(s) - word of mouth , psychology , context (archaeology) , affect (linguistics) , social psychology , quality (philosophy) , database transaction , product (mathematics) , advertising , marketing , business , computer science , mathematics , communication , paleontology , philosophy , geometry , epistemology , biology , programming language
ABSTRACT Relevant literature recognizes that transaction‐specific and cumulative evaluations are different, but few empirical studies test how these differences might affect the link between product evaluations and word of mouth (WOM). This study addresses this issue by assessing the simultaneous effects of perceived quality and satisfaction on the resulting positive WOM intentions for both types of evaluations. Results reveal that different factors drive positive WOM intentions depending on the context of the study. When the consumers' evaluations are related to a specific transaction, perceived quality is the dominating predictor of positive WOM intentions. When the evaluations are cumulative, satisfaction is the dominating predictor of positive WOM intentions. Copyright © 2012 John Wiley & Sons, Ltd.