Individual and product-related antecedents of electronic word-of-mouth

This research investigates the antecedents of positive and negative electronic word-of-mouth (eWOM) propensity, as well as the impact of eWOM propensity on the intention to repurchase the product.

Two types of eWOM predictors were considered: product related variables and personal factors. The data were collected through an online survey conducted on a sample of 335 Romanian subjects, and the analysis method was Structural Equation Modelling.

Our findings show that personal factors – social media usage behaviour, marketing mavenism and need to evaluate – are the most important antecedents of the intention to write product reviews and comments online, either positive or negative. From the product related factors, only brand trust influences the propensity to provide eWOM. Furthermore, both positive and negative eWOM intentions are associated with the repurchase intention.

The major theoretical contribution of this study consists of revealing that personal traits are stronger eWOM propensity predictors than product related variables. In light of our results, most people will likely not share their positive or negative opinions about products and brands, no matter how good or bad their experience was, no matter how satisfied or dissatisfied they are. The high eWOM intention levels are associated with the presence of some inner characteristics that push customers to voice their feelings and thoughts in the social networks.