The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence

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By highlighting consumers’ personal characteristics related to online brand information search, this study sheds light on how information sources from eWOM (electronic word-of-mouth), neutral/third party, and manufacturer/retailer influence purchase intentions of consumers with high and low susceptibility to informational influence. Based on a two-phase study, we discovered that online brand-related information from these three sources has a positive influence on consumer attitude toward the brand and purchase intention for that brand. Furthermore, our results show that the eWOM source is likely to be perceived as more useful by consumers with high susceptibility to informational influence than neutral/third party and manufacturer/retailer sources. Conversely, all three sources of brand-related information are perceived to be useful by consumers with low susceptibility to informational influence. Implications for researchers and managers are discussed.

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