Print

In this research in progress-paper, we introduce the notion of ‘Electronic Word of Behavior’ (eWOB) to describe the phenomenon of consumers’ product-related behaviors increasingly made observable by online social environments. We employ Observational Learning theory to conceptualize the notion of eWOB and generate hypotheses about how consumers influence each other by means of behavior in online social environments. We present a conceptual framework for categorizing eWOB, and propose a novel research design for a randomized controlled field experiment. Specifically, the ongoing experiment aims to analyze how the presence of individual-specific behavior-based social information in a movie streaming service affects potential users’ attitude towards and intentions to use the service.

Publication information

Original languageEnglish
Title of host publicationInternetworked World : Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016
EditorsMing Fan, Jukka Heikkilä, Hongxiu Li, Michael J. Shaw, Han Zhang
Place of PublicationCham
PublisherSpringer
Publication date2017
Pages95-103
ISBN (Print)9783319696430
ISBN (Electronic)9783319696447
DOIs
StatePublished - 2017
Event15th Workshop on e-Business. WeB 2016 - Dublin, Ireland
Duration: 10 Dec 201610 Dec 2016
Conference number: 15
http://icis2016.aisnet.org/15th-workshop-e-business-web-2016/

Workshop

Workshop15th Workshop on e-Business. WeB 2016
Nummer15
LandIreland
ByDublin
Periode10/12/201610/12/2016
AndetHeld in conjunction with ICIS 2016
Internetadresse
SeriesLecture Notes in Business Information Processing
Volume296
ISSN1865-1348

    Research areas

  • Observational learning, Electronic word-of-mouth, Electronic word-of-hehavior, Social media, Social influence, Facebook, E-commerce, E-business

ID: 50277942