Premium
The Effect of Personal and Virtual Word‐of‐Mouth on Technology Acceptance
Author(s) -
Parry Mark E.,
Kawakami Tomoko,
Kishiya Kazuhiro
Publication year - 2012
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/j.1540-5885.2012.00972.x
Subject(s) - word of mouth , perception , product (mathematics) , psychology , advertising , technology acceptance model , marketing , structural equation modeling , risk perception , business , usability , computer science , mathematics , statistics , geometry , human–computer interaction , neuroscience
This paper extends the Technology Acceptance Model ( TAM ) to incorporate the impact of personal and virtual word‐of‐mouth (p WOM and v WOM ). The authors hypothesize that both types of word‐of‐mouth will be positively related with consumer perceptions of innovation usefulness and perceived ease of use. In addition, the authors examine two competing hypotheses regarding the relative impact of p WOM and v WOM on perceptions of innovation attributes. One hypothesis argues that potential adopters place more weight on p WOM sources because they perceive relatively more similarity between themselves and p WOM sources. The alternative hypothesis argues that potential adopters place more weight on v WOM sources because those sources (relative to p WOM sources) expose potential adopters to a wider variety of information and a larger number of experts. Finally, the authors argue that symbolic product usage will enhance the relationship between word‐of‐mouth and consumer perceptions of innovation attributes. These hypotheses are tested using data collected in J apan from over 600 potential adopters of B lu‐ray DVD recorders and smart phones. Findings indicate that, in both product categories, p WOM and v WOM are positively and significantly related with perceived ease of use. Moreover, in both samples p WOM is positively and significantly related with perceived usefulness, while v WOM is significantly related with perceived usefulness only in the smart phone sample. With regard to the relative impact of pWOM and v WOM on perceptions of innovation attributes, results indicate that v WOM has a larger impact on potential adopter perceptions of ease of use. Finally, the estimated model provides support for the hypothesis that symbolic consumption increases the impact of word‐of‐mouth on perceptions of innovation attributes. In particular, findings indicate that the impact of pWOM on perceptions of innovation usefulness is higher among potential adopters of smart phones than among potential adopters of B lu‐ray DVD recorders. Similarly, the impact of vWOM on perceptions of ease of use is higher among potential smart phone adopters than among potential adopters of Blu‐ray DVD recorders.