An Exploratory Research on eWOM Information Seeking Behavior and Attitudes in Service Consumption

This research aims to explore consumers’ electronic word-of-mouth (eWOM) information seeking behavior and their attitudes in relations to service consumption. Specifically, this study explores the types of service consumption that consumers would seek eWOM and the relevant information seeking behavior, the eWOM evaluation dimensions and the factors moderating the influential effect of eWOM in service consumption. Six focus group interviews were conducted. The transcriptions were categorized into themes through hierarchical coding. Seeking eWOM is deemed necessary when the participants have no experience with a service. Extent and depth of search increase with the price and importance of the service. eWOM is normally differentiated and extracted from discussion forums which are considered as having higher utility; corroborating sources in alternative websites are also identified. Posts with detailed descriptions, photos or videos are considered as more authentic, while posts related to independent third party investigations generate greater authority. Neither negativity bias nor positivity bias on eWOM exists. Before consumption, advices are sought from homophilous sources which seem more trustworthy than eWOM. Though eWOM is regarded as reference, it notably affects real consumption decision. Brand moderates the impact of eWOM in service consumption.