WOM Source Characteristics: Do Information Seekers Get What They Need?

摘要

This study explores the characteristics of word-of-mouth (WOM) sources consumers actively seek, and the congruence between the information their sources provide and the information needs of the consumer. Based on the popular source characteristics reviewed in WOM literature, this study sheds light on how consumers of credence services actively select WOM sources and if the message content satisfies what the seekers need to find. The following research questions are addressed: 1. What are the WOM source characteristics high-involved consumers actively seek? 2. What are the effects of WOM source characteristics on the information congruence?