Table of Contents

• Chapter 1: Introduction
• Chapter 2: Word-of-Mouth
• Chapter 3: Determinants of eWOM
• Chapter 4: Methodology
• Chapter 5: Results
• Chapter 6: Conclusion
• References

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Table of Contents

• Chapter 1: Introduction
• 1.1 Objective
• 1.2 Problem Statement
• 1.3 Scientific Relevance
• 1.4 Managerial Relevance
• 1.5 Thesis
• Chapter 2: Word-of-Mouth
• 2.1 Theoretical Background
• 2.2 Pre-Purchase Information
• 2.3 Communication Channels
• 2.4 Word of Mouth
• 2.4.1 Electronic WOM
• 2.5 Motives
• 2.5.1 Focus-Related Utility
• 2.5.2 Consumption Utility
• 2.5.3 Approval Utility
• Chapter 3: Determinants of eWOM
• 3.1 Information Sources
• 3.2 Effects of Information Sources on Receiver's Purchase Intentions
• 3.4 Information Processing
• 3.4.1 Motivation to Process Information
• 3.4.2 Opportunity to Process Information
• 3.4.2 Ability to Process Information
• 3.5 Research Model
• Chapter 4: Methodology
• 4.1 Research model
• 4.2 Questionnaire Development
• 4.3 Operationalization
• 4.3.1 eWOM
• 4.3.2 Information Sources
• 4.3.3 Motivation
• 4.3.4 Opportunity
• 4.3.5 Ability
• 4.3.6 Receiver's Purchase Intentions
• 4.4 Data Collection
• Chapter 5: Results
• 5.1 Validity
• 5.2 Reliability
• 5.3 Regression Analysis
• 5.3.1 Equation 1
• 5.3.2 Equation 2
• Chapter 6: Conclusion
• 6.1 Discussion Results
• 6.1.1 The higher the level of the receiver’s motivation to process information, the higher the level of information exchange (h3)
• 6.1.2 The higher the level of the receiver’s opportunity to process information, the higher the level of information exchange (h4)
• 6.1.3 The higher the level of the receiver’s ability to process information, the higher the level of information exchange (h5)
• 6.1.4 eWOM positively impacts the receiver’s purchase intentions (h2)
• 6.1.5 Information Sources postively influence eWOM's influence on the receiver's purchase intention (h1)
• 6.2 Conclusion
• 6.3 Managerial Implications
• 6.4 Theoretical Implications
• 6.5 Research Limitations
• 6.6 Future Research
• References