| Electronic Word of Mouth is an online system designed to let readers and the writers interact over products they have experienced (Litvin, Goldsmith, and Pan, 2008). Readers use eWOM as a pre-purchase activity to make a better purchase decision. On the other hand, writers post eWOM as a post-purchase activity for diverse reasons. eWOM has become one of the important sources of product information for online consumers (Chen & Xie, 2008). For example, revenue of online retailers of golf equipment has increased 36.4% just in the 4th quarter of 2010 (SBRnet, 2011a). In addition, many sport organizations are seeking opportunities from the online retailer (SBRnet, 2011b). Further, it has been speculated that while revenue from the golf equipment industry has decreased in the past few years (SBRnet, 2011c), revenues from online golf equipment retailers have increased (SBRnet). With the importance of eWOM and increase of golf e-commerce industry, this dissertation attempts to examine and understand the dynamic of eWOM process by testing two different models. Study 1 employed and applied the Technology Acceptance Model (Davis, 1989) and added individual characteristics to better understand the eWOM usage behavior of golf product consumers. Study 2 examined how individual characteristics influence the eWOM writing motivations developed by Hennig-Thurau, Gwinner, Walsh, and Gremler (2004) to better understand the writers of eWOM.;Previous studies have found that eWOM is influential and powerful marketing source in online product consumption (Chen & Xie, 2008; Lee & Youn, 2009; Litvin et al., 2008; Park, Lee, and Han. 2007). In addition, revenue of online retailers has increased dramatically with the emergence of the Internet (SBRnet, 2011a; 2011b). Sport product consumption and conventional goods consumption is different as sport consumption derives from hedonic consumption and conventional goods consumption derives from utilitarian consumption (Holbrook, 1980). As eWOM consists of information with consumers' past experience and emotional aspect of consumers, it is important to investigate eWOM in sport product consumption. Notably, it should be investigated as to why sport consumers use eWOM as a pre-purchase activity. Study 1 attempted to develop a model that explains golf product consumer's usage of eWOM by applying and employing Technology Acceptance Model (TAM) with various hedonic individual characteristics such as golf equipment expertise, golf involvement, perceived credibility, and need for cognition.;In addition, while this dissertation attempted to examine and understand the eWOM process, it was also important to examine why consumers of differing individual characteristics write eWOM messages. Previous study examined motivations of writing eWOM (Hennig-Thurau et al., 2004). Same motivation factors do not apply to all individuals so it is important to examine how individual characteristics influence eWOM writer's motivations. For example, study 2 examined the relationship between individual characteristics (e.g., golf equipment innovativeness, golf equipment involvement, golf equipment expertise, ability to write eWOM) and motivations.;Data analysis was conducted on 205 subjects from Bloomington, IN and Los Angeles, CA. Study 1 and study 2 utilized Structural Equation Modeling (SEM) to investigate the relationship between the variables. After an investigation of the proposed model for study 1, a modified model was proposed and examined to be a better model. A modified model of study 1 showed that perceived usefulness, golf equipment involvement, and need for cognition had direct effect on behavioral intention of using eWOM. In addition, perceived ease of use and credibility had an indirect effect on behavioral intention of using eWOM.;Further, study 2 examined and compared the proposed model, modified model 1, and modified model 2 in order to determine which model explained behavioral intention of eWOM writers better. After an examination, modified model 2 was determined to be the better model. The result showed that golf equipment expertise and golf equipment innovativeness each had an indirect effect on motivation of eWOM writing and behavioral intention with eWOM writing. In addition, the ability to write eWOM was a mediator.;As eWOM is an interaction between consumers who are readers and writers, it was important to examine both of these consumers to understand the eWOM process better. After an examination of both study 1 and study 2, the current study was able to examine both writers and readers of eWOM. In addition, both studies added knowledge to bodies of literature in eWOM studies. Further, both studies showed that individual differences are important factors affecting the behavioral intention of eWOM writers and readers. |
