“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions
Purpose: to investigate the impact of Perceptual (physical-visual characteristics) and Conceptual (content/meanings) Fluency (ease) and Disfluency (difficulty) on eWOM (Electronic Word-of-Mouth) credibility and purchase intentions.Design/methodology: in two online experiments, we manipulated eWOM va...
| Autores: | , , |
|---|---|
| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2023 |
| País: | Brasil |
| Recursos: | Universidade Nove de Julho (UNINOVE) |
| Repositório: | REMark - Revista Brasileira de Marketing |
| Idioma: | inglês |
| OAI Identifier: | oai:ojs.periodicos.uninove.br:article/21421 |
| Acesso em linha: | https://periodicos.uninove.br/remark/article/view/21421 |
| Access Level: | Acceso aberto |
| Palavra-chave: | eWOM Valence Fluency Credibility Purchase intention Valência Fluência Credibilidade Intenção de compra |
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“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions “Difícil de ler, Difícil de Acreditar”: Efeitos da (Dis)fluência na credibilidade de eWOMs e intenções de compra |
| title |
“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions |
| spellingShingle |
“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions Viacava, Juan José Camou eWOM Valence Fluency Credibility Purchase intention eWOM Valência Fluência Credibilidade Intenção de compra |
| title_short |
“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions |
| title_full |
“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions |
| title_fullStr |
“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions |
| title_full_unstemmed |
“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions |
| title_sort |
“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions |
| dc.creator.none.fl_str_mv |
Viacava, Juan José Camou Andrade, Gabriela Kluber Mercurio de Lima, Ysmaim Adilson de |
| author |
Viacava, Juan José Camou |
| author_facet |
Viacava, Juan José Camou Andrade, Gabriela Kluber Mercurio de Lima, Ysmaim Adilson de |
| author_role |
author |
| author2 |
Andrade, Gabriela Kluber Mercurio de Lima, Ysmaim Adilson de |
| author2_role |
author author |
| dc.subject.por.fl_str_mv |
eWOM Valence Fluency Credibility Purchase intention eWOM Valência Fluência Credibilidade Intenção de compra |
| topic |
eWOM Valence Fluency Credibility Purchase intention eWOM Valência Fluência Credibilidade Intenção de compra |
| description |
Purpose: to investigate the impact of Perceptual (physical-visual characteristics) and Conceptual (content/meanings) Fluency (ease) and Disfluency (difficulty) on eWOM (Electronic Word-of-Mouth) credibility and purchase intentions.Design/methodology: in two online experiments, we manipulated eWOM valence (negative vs positive) and (dis)fluency for fictional and real online stores, testing the direct effects of positive eWOMs on purchase intentions (H3) and the mediational effects of eWOM credibility (H1) from disfluent negative eWOMs (H2).Originality/Value: to our knowledge, it is the first study to directly evaluate eWOMs’ (both positive and negative) (Dis)Fluency on purchase intentions, and its eWOM credibility mediational effects.Findings: although prior studies indicated overall (Dis)fluency symmetric effects on positive and negative evaluations (i.e., perceived truth and attitudes), here we demonstrate that only negative eWOM credibility was affected by Disfluency, resulting in an indirect effect on purchase intentions. Indeed, Positive eWOMs did not suffer credibility reduction from Disfluency, maintaining a direct bias effect. We also observed that these effects hold even with consensus and multiple eWOM evidence.Theoretical contribution: We demonstrate here that (Dis)Fluency effects on eWOM credibility (and later purchase intentions) depend on eWOM valence. Specifically, while negative eWOM perception can be altered by Disfluency, positive eWOM effects cannot be suppressed by readability, or even difficulty to remember in the short run, maintaining its credibility and faster deliberations.Social/ Management contributions: Furthermore, the (Dis)Fluency manipulations tested are similar to what occurs daily (i.e., the smartphones’ “dark theme/mode” and font color and type variations) with or without managers’ intentions, increasing purchase intentions. |
| publishDate |
2023 |
| dc.date.none.fl_str_mv |
2023-02-27 |
| dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Avaliado por Pares |
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article |
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publishedVersion |
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https://periodicos.uninove.br/remark/article/view/21421 10.5585/remark.v22i1.21421 |
| url |
https://periodicos.uninove.br/remark/article/view/21421 |
| identifier_str_mv |
10.5585/remark.v22i1.21421 |
| dc.language.iso.fl_str_mv |
eng |
| language |
eng |
| dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/21421/10049 |
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https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
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https://creativecommons.org/licenses/by-nc-sa/4.0 |
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openAccess |
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application/pdf |
| dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - UNINOVE |
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Universidade Nove de Julho - UNINOVE |
| dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 22 n. 1 (2023): (jan.mar.); 169-222 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
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Universidade Nove de Julho (UNINOVE) |
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RBM |
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RBM |
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REMark - Revista Brasileira de Marketing |
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REMark - Revista Brasileira de Marketing |
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REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
| repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1853677046563078144 |
| spelling |
“Hard to Read, Hard to Believe”: (Dis)Fluency effects on eWOM credibility and purchase intentions“Difícil de ler, Difícil de Acreditar”: Efeitos da (Dis)fluência na credibilidade de eWOMs e intenções de compraeWOMValenceFluencyCredibilityPurchase intentioneWOMValênciaFluênciaCredibilidadeIntenção de compraPurpose: to investigate the impact of Perceptual (physical-visual characteristics) and Conceptual (content/meanings) Fluency (ease) and Disfluency (difficulty) on eWOM (Electronic Word-of-Mouth) credibility and purchase intentions.Design/methodology: in two online experiments, we manipulated eWOM valence (negative vs positive) and (dis)fluency for fictional and real online stores, testing the direct effects of positive eWOMs on purchase intentions (H3) and the mediational effects of eWOM credibility (H1) from disfluent negative eWOMs (H2).Originality/Value: to our knowledge, it is the first study to directly evaluate eWOMs’ (both positive and negative) (Dis)Fluency on purchase intentions, and its eWOM credibility mediational effects.Findings: although prior studies indicated overall (Dis)fluency symmetric effects on positive and negative evaluations (i.e., perceived truth and attitudes), here we demonstrate that only negative eWOM credibility was affected by Disfluency, resulting in an indirect effect on purchase intentions. Indeed, Positive eWOMs did not suffer credibility reduction from Disfluency, maintaining a direct bias effect. We also observed that these effects hold even with consensus and multiple eWOM evidence.Theoretical contribution: We demonstrate here that (Dis)Fluency effects on eWOM credibility (and later purchase intentions) depend on eWOM valence. Specifically, while negative eWOM perception can be altered by Disfluency, positive eWOM effects cannot be suppressed by readability, or even difficulty to remember in the short run, maintaining its credibility and faster deliberations.Social/ Management contributions: Furthermore, the (Dis)Fluency manipulations tested are similar to what occurs daily (i.e., the smartphones’ “dark theme/mode” and font color and type variations) with or without managers’ intentions, increasing purchase intentions.Objetivo: investigar o impacto da Fluência (Facilidade) e Disfluência (Dificuldade) Perceptiva (características físico-visuais) e Conceitual (conteúdo/significados) na credibilidade dos eWOMs (Electronic Word-of-Mouth) e nas intenções de compra.Metodologia: em dois experimentos on-line manipulamos a valência dos eWOMs (negativo versus positivo) e a (Dis)Fluência, testando os efeitos diretos dos eWOMs positivos nas intenções de compra (H3) e os efeitos mediadores da credibilidade (H1) de eWOMs negativos disfluentes (H2).Relevância/originalidade: até onde sabemos, este é o primeiro estudo a verificar os efeitos da (Dis)Fluência dos eWOMs nas intenções de compra e os efeitos mediadores de sua credibilidade.Principais resultados: embora estudos anteriores indiquem efeitos gerais simétricos da (Dis)Fluência em avaliações positivas e negativas, aqui demonstramos que apenas a credibilidade dos eWOMs negativos foi impactada pela Disfluência, resultando em um efeito indireto nas intenções de compra. A Disfluência não reduziu a credibilidade dos eWOMs positivos, mantendo um efeito direto enviesado. Ainda, esses resultados são válidos mesmo com consenso e múltiplas evidências de eWOMs.Contribuição teórica: Demonstramos que os efeitos da (Dis)Fluência na credibilidade dos eWOMs (e intenções de compra) dependem da valência dos eWOMs. Especificamente, enquanto a Disfluência (legibilidade, ou dificuldade de recordação) afetou a percepção dos eWOMs negativos, esta não afetou os eWOMs positivos, mantendo sua credibilidade e induzindo deliberações mais rápidas.Contribuições Sociais/Gerenciais: Ainda, essas manipulações de (Dis)Fluência são semelhantes às que ocorrem diariamente (como “tema/modo escuro” de smartphones e, variações de cores/tipos de fontes) com ou sem intenção do gestor, aumentando as intenções de compra.Universidade Nove de Julho - UNINOVE2023-02-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2142110.5585/remark.v22i1.21421ReMark - Revista Brasileira de Marketing; v. 22 n. 1 (2023): (jan.mar.); 169-2222177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/21421/10049Copyright (c) 2023 Juan José Camou Viacava, Gabriela Kluber Mercurio de Andrade, Ysmaim Adilson de Limahttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessViacava, Juan José CamouAndrade, Gabriela Kluber Mercurio deLima, Ysmaim Adilson de2025-01-27T15:27:34Zoai:ojs.periodicos.uninove.br:article/21421Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2025-01-27T15:27:34REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
| score |
15,301603 |