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e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context
Author(s) -
Goyette Isabelle,
Ricard Line,
Bergeron Jasmin,
Marticotte François
Publication year - 2010
Publication title -
canadian journal of administrative sciences / revue canadienne des sciences de l'administration
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 48
eISSN - 1936-4490
pISSN - 0825-0383
DOI - 10.1002/cjas.129
Subject(s) - word of mouth , valence (chemistry) , scale (ratio) , context (archaeology) , advertising , psychology , computer science , marketing , business , geography , chemistry , cartography , organic chemistry , archaeology
In this article, using data from a survey of 218 consumers across two samples, we propose a measurement scale for word of mouth (e‐WOM scale) in the context of electronic service. A battery of statistical tests reveals that the WOM construct encompasses four dimensions: WOM intensity, positive valence WOM, negative valence WOM, and WOM content. Our proposed e‐WOM scale can be used as a strategic tool for business managers aiming to improve their word‐of‐mouth marketing strategies. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.