Electronic Word of Behavior: Conceptual Framework and Research Design for Analyzing the Effect of Increased Digital Observability of Consumer Behaviors in a Movie Streaming Context

Katrine Kunst, Ravi Vatrapu, Abid Hussain

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
TitelInternetworked World : Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016
RedaktørerMing Fan, Jukka Heikkilä, Hongxiu Li, Michael J. Shaw, Han Zhang
Antal sider9
UdgivelsesstedCham
ForlagSpringer
Publikationsdato2017
Sider95-103
ISBN (Trykt)9783319696430
ISBN (Elektronisk)9783319696447
DOI
StatusUdgivet - 2017
Begivenhed15th Workshop on e-Business. WeB 2016 - Dublin, Irland
Varighed: 10 dec. 201610 dec. 2016
Konferencens nummer: 15
http://icis2016.aisnet.org/15th-workshop-e-business-web-2016/

Workshop

Workshop15th Workshop on e-Business. WeB 2016
Nummer15
Land/OmrådeIrland
ByDublin
Periode10/12/201610/12/2016
AndetHeld in conjunction with ICIS 2016
Internetadresse
NavnLecture Notes in Business Information Processing
Vol/bind296
ISSN1865-1348

Emneord

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

Citationsformater