Factors Affecting Adoption of eWOM Communications: A Synthesis of Research Using Meta-analysis

Abstract

Information plays an important role in consumer’s decision-making process. Adoption of electronic word of mouth (eWOM) communications can change consumers’ attitudes, and, as a result, have an impact on their purchase decisions. Researchers have investigated factors affecting credibility and usefulness of eWOM, which can help to predict eWOM adoption. However, findings are contradictory causing confusion among researchers and practitioners. Hence, this research aims to synthesise results from existing work on adoption of eWOM communications by using meta-analysis. The findings can help e-commerce companies to design more effective online review platforms. Additionally, this research will enhance the understanding of information processing by individuals.