Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


Behind the Purchase: Antecedents and Consequences of Post-Purchase Consumer Exposure to Electronic Word-Of-Mouth
(A2024-119728)

Published: May 28, 2024

AUTHORS

Agnieszka Kacprzak, University of Warsaw; Lalin Anik, Vrije Universiteit Amsterdam; Katarzyna Dziewanowska, University of Warsaw; Krzysztof Nowak, University of Warsaw

ABSTRACT

Across two studies, we examine the motivations and impact of engaging in electronic Word-Of-Mouth (eWOM) operationalized as reading online reviews after purchase. While an increasing body of research examines exposure to eWOM before purchase, studies on post-purchase eWOM exposure are limited. Our findings show a post-purchase increase in motivation for seeking eWOM due to community belonging and enjoyment, and a decrease in the pursuit of expanding knowledge or social proof compared to pre-purchase, with these motivations varying between products and services. We further demonstrate that post-purchase negative eWOM significantly reduces customer satisfaction and loyalty, particularly when the review is seen as typical. Additionally, typicality moderates the effect between positive eWOM and satisfaction but not loyalty. These findings highlight the impact of post-purchase eWOM on consumer behavior and suggest the importance of managing negative reviews effectively to maintain customer satisfaction and loyalty.