Comparing Positive Word of Mouth behavior between Online and Offline Channels

Abstract

Through the review of studies related to WOM behavior as a typically productive technique and based on the specified domain, a series of item scales applicable to the purchase environments was developed. Following this, the previously tested instruments were reviewed in more detail to develop the possible variables which each dimension might consist of. Finally, variables relevant to the current research purpose were identified and compared the meanings of the variables of shopping experiences, channel effectiveness, and complaint management. Existing research on WOM in retailers was useful to provide a richer basis for design WOM influences and WOM behavior. Accordingly, shopping experiences and channel effectiveness were suggested as antecedents of positive WOM behavior from extant marketing literature and WOM influences and complaint management were tested as moderators of positive WOM behavior. The hypothesized relationships were compared between the two channels.