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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

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.
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.
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
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
Number15
CountryIreland
CityDublin
Period10/12/201610/12/2016
OtherHeld in conjunction with ICIS 2016
Internet address
SeriesLecture Notes in Business Information Processing
Volume296
ISSN1865-1348

Keywords

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

Cite this

Kunst, K., Vatrapu, R., & Hussain, A. (2017). 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. In M. Fan, J. Heikkilä, H. Li, M. J. Shaw, & H. Zhang (Eds.), Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016 (pp. 95-103). Cham: Springer. Lecture Notes in Business Information Processing, Vol.. 296, DOI: 10.1007/978-3-319-69644-7_9
Kunst, Katrine ; Vatrapu, Ravi ; Hussain, Abid. / 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. Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016. editor / Ming Fan ; Jukka Heikkilä ; Hongxiu Li ; Michael J. Shaw ; Han Zhang. Cham : Springer, 2017. pp. 95-103 (Lecture Notes in Business Information Processing, ???volume??? 296).
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abstract = "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.",
keywords = "Observational learning, Electronic word-of-mouth, Electronic word-of-behavior, Social media, Social influence, Facebook, E-commerce, E-business, Observational learning, Electronic word-of-mouth, Electronic word-of-hehavior, Social media, Social influence, Facebook, E-commerce, E-business",
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Kunst, K, Vatrapu, R & Hussain, A 2017, 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. in M Fan, J Heikkilä, H Li, MJ Shaw & H Zhang (eds), Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016. Springer, Cham, Lecture Notes in Business Information Processing, vol. 296, pp. 95-103, Dublin, Ireland, 10/12/2016. DOI: 10.1007/978-3-319-69644-7_9

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. / Kunst, Katrine; Vatrapu, Ravi; Hussain, Abid.

Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016. ed. / Ming Fan; Jukka Heikkilä; Hongxiu Li; Michael J. Shaw; Han Zhang. Cham : Springer, 2017. p. 95-103.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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Kunst K, Vatrapu R, Hussain A. 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. In Fan M, Heikkilä J, Li H, Shaw MJ, Zhang H, editors, Internetworked World: Revised Selected Papers of the 15th Workshop on e-Business, WeB 2016. Cham: Springer. 2017. p. 95-103. (Lecture Notes in Business Information Processing, Vol. 296). Available from, DOI: 10.1007/978-3-319-69644-7_9