Impact of Information Quality of a Website on Online WOM

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date

2012

Abstract

Recent years have witnessed a significant growth in user participation in online communities, leading to an increased generation of online word of mouth (WOM). Users share information with other users about their experiences, including those on specific product/service Websites, which could be critical to the perception that other users in the community form about a particular product/service offered by that Website. Therefore, it is important for marketers of Websites to understand what drive their users (and consumers) to participate and share information about their Websites with others on online communities. This research investigates the impact that the information quality of a Website has on online WOM. We extend previous literature on information quality by studying the factors that are associated with perceived information quality. We build on theories of information search and the Information Systems success model to examine the relationship between the information quality of a Website and online WOM. The research findings reveal that information quality and satisfaction have positive impact on online WOM. These findings demonstrate that there is a need to carefully manage content on Websites. Directions for future research, as well as implications for theory and practice, are discussed.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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