Asia Pacific Journal of Information Systems (APJIS)

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Past Issue

Date	September 2013
Vol. No.	Vol. 23 No. 3
DOI	http://dx.doi.org/10.14329/apjis.2013.23.3.105
Page	105~129
Title	The Contrasting Attitudes of Reviewer and Seller in Electronic Word-of-Mouth:A Communicative Action Theory Perspective
Author	Jung Lee, Jae-Nam Lee, Bernard C.Y. Tan
Keyword	Information Systems, Electronic Word-of-Mouth (Ewom), Communicative Action Theory, Review Correctness, Review Veracity, Information Compactness, Information Adequacy
Abstract	This study draws important factors in electronic Word-of-Mouth (eWOM) and examines how these influence the building of customer loyalty. eWOM is viewed as social communication between customers and sellers, and thus the communicative action theory is applied. With the theory, we identify reviewer and seller as influential players on customers, and derive important factors such as correctness and veracity of reviews the reviewers action, and information compactness and adequacy the sellers action. We propose these constructs as antecedents of customer loyalty and further hypothesize their curvilinear impacts as follows: the marginal impacts of veracity and correctness will decrease as veracity and correctness increase, and the marginal impacts of compactness and adequacy will increase as compactness and adequacy increase. The result indicates that only the sellers action has a curvilinear impact, whereas the reviewer has proportional positive impact on customer loyalty. This study indentifies important factors in eWOM a critical social theory perspective and validates them using the positivistic approach. For practitioners, it discusses the im-portant factors in eWOM with the identification of the individuals who are responsible for these factors.

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