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Word-of-Mouth

To what extent influences Word-of-Mouth, in the field of music, the receiver's purchase intentions?

Word-of-Mouth wisdom:

6.4 Theoretical Implications

In this section I will describe in what way this thesis contributes to science. This thesis has shown that the MOA theory isnot completely able to significantly influence eWOM. According to MacInnis et al. (1991) eWOM's effectiveness can be overseen by increasing individuals’ levels of motivation, opportunity and ability (i.e., MOA theory). Gruen et al. (2005) concluded that, except for opportunity, both variables significantly influenced eWOM.

Hennig-Thurau et al. (2004) also come up with an analysis suggesting that consumers’ motivation for social interaction, desire for economic incentives, their concern for other consumers, and the potential to enhance their own self-worth are the primary factors leading to eWOM behavior. In this research I found out that only 'motivation' significantly influences eWOM but based on the high Beta of 'ability' I do have to agree with Gruen et al. (2005).

By considering eWOM as a medium that is used by consumers to exchange information and to share experiences, I build upon existing theories on interpersonal influence. This thesis contributes to this by explicitly centering upon interpersonal influence in an online setting, thereby using existing theories about reference group influence. Research activities that have been undertaken in the traditional context include, among others, the effects of consumer conformity on choice behavior (Venkatesan, 1966), reference group influence (Bearden and Etzel 1982) and opinion leadership (Rogers 1983).

In general, consumers find it important to hear the opinion of others while (or before) making purchase decisions. Weak or strong ties don't really matter on the Internet, according to my research. They talk and discuss their purchase intentions with family members, relatives, friends, and on the Internet and maybe even ask for their advice. As a result, receivers are most likely influenced in their decision-making because they are influenced by eWOM (Johnson Brown and Reingen, 1987; Herr et al., 1991) which is influenced by reference groups (Bearden and Etzel, 1982).