The Effect of Personal and Virtual Word‐of‐Mouth on Technology Acceptance
The Effect of Personal and Virtual Word‐of‐Mouth on Technology Acceptance
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DOI：
10.1111/j.1540-5885.2012.00972.x
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发表时间：
2012-11
影响因子：
10.5
通讯作者：
M. Parry;T. Kawakami;K. Kishiya
中科院分区：
文献类型：
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作者：
M. Parry;T. Kawakami;K. Kishiya
本文扩展了技术接受模型（TAM），将个人和虚拟口碑（pWOM和vWOM）的影响。作者假设，这两种类型的口碑将与消费者对创新有用性和易用性的看法呈正相关。此外，作者还研究了两个相互竞争的假设，关于pWOM和vWOM对创新属性感知的相对影响。一种假设认为，潜在的采用者更重视pWOM源，因为他们认为自己和pWOM源之间的相似性相对较高。备择假设认为，潜在采用者更重视vWOM来源，因为这些来源（相对于pWOM来源）使潜在采用者接触到更广泛的信息和更多的专家。最后，作者认为，象征性的产品使用将加强口碑和消费者对创新属性的看法之间的关系。这些假设进行了测试，在日本收集的数据，从600多个潜在的采用蓝光DVD刻录机和智能手机。研究结果表明，在这两个产品类别，pWOM和vWOM是积极的，显着相关的感知易用性。此外，在两个样本中，pWOM与感知有用性呈正相关，而vWOM仅在智能手机样本中与感知有用性显著相关。关于pWOM和vWOM对创新属性的感知的相对影响，结果表明，vWOM对潜在采用者对易用性的感知有更大的影响。最后，估计模型提供了支持的假设，即象征性消费增加了口碑对创新属性的看法的影响。特别是，研究结果表明，pWOM对创新有用性的看法的影响是更高的智能手机的潜在采用者比蓝光DVD刻录机的潜在采用者。同样，vWOM对易用性的影响在潜在的智能手机采用者中比在蓝光DVD刻录机的潜在采用者中更高。
This paper extends the Technology Acceptance Model (TAM) to incorporate the impact of personal and virtual word-of-mouth (pWOM and vWOM). The authors hypothesize that both types of word-of-mouth will be positively related with consumer perceptions of innovation usefulness and perceived ease of use. In addition, the authors examine two competing hypotheses regarding the relative impact of pWOM and vWOM on perceptions of innovation attributes. One hypothesis argues that potential adopters place more weight on pWOM sources because they perceive relatively more similarity between themselves and pWOM sources. The alternative hypothesis argues that potential adopters place more weight on vWOM sources because those sources (relative to pWOM sources) expose potential adopters to a wider variety of information and a larger number of experts. Finally, the authors argue that symbolic product usage will enhance the relationship between word-of-mouth and consumer perceptions of innovation attributes. These hypotheses are tested using data collected in Japan from over 600 potential adopters of Blu-ray DVD recorders and smart phones. Findings indicate that, in both product categories, pWOM and vWOM are positively and significantly related with perceived ease of use. Moreover, in both samples pWOM is positively and significantly related with perceived usefulness, while vWOM is significantly related with perceived usefulness only in the smart phone sample. With regard to the relative impact of pWOM and vWOM on perceptions of innovation attributes, results indicate that vWOM has a larger impact on potential adopter perceptions of ease of use. Finally, the estimated model provides support for the hypothesis that symbolic consumption increases the impact of word-of-mouth on perceptions of innovation attributes. In particular, findings indicate that the impact of pWOM on perceptions of innovation usefulness is higher among potential adopters of smart phones than among potential adopters of Blu-ray DVD recorders. Similarly, the impact of vWOM on perceptions of ease of use is higher among potential smart phone adopters than among potential adopters of Blu-ray DVD recorders.