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The power of electronic Word of Mouth in inducing adoption of emerging technologies

Dušan Mladenović Orcid Logo, Roberto Bruni, Raffaele Filieri, Ellie Ismagilova Orcid Logo, Prateek Kalia Orcid Logo, Michal Jirásek Orcid Logo

Technology in Society, Volume: 79, Start page: 102724

Swansea University Author: Ellie Ismagilova Orcid Logo

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DOI (Published version): 10.1016/j.techsoc.2024.102724

Abstract

This study examines the influence of electronic Word-of-Mouth (eWOM) on consumer expectations and intentions to adopt emerging technologies, specifically focusing on cryptocurrency payment methods. Employing the Elaboration Likelihood Model (ELM), the research utilizes Partial Least Squares Structur...

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Published in: Technology in Society
ISSN: 0160-791X
Published: Elsevier BV 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa68222
first_indexed 2024-11-25T14:21:41Z
last_indexed 2025-01-15T20:35:58Z
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spelling 2025-01-15T15:40:35.6720422 v2 68222 2024-11-08 The power of electronic Word of Mouth in inducing adoption of emerging technologies 978a0722ccb70c8c3816004d8a9f1567 0000-0001-9634-194X Ellie Ismagilova Ellie Ismagilova true false 2024-11-08 CBAE This study examines the influence of electronic Word-of-Mouth (eWOM) on consumer expectations and intentions to adopt emerging technologies, specifically focusing on cryptocurrency payment methods. Employing the Elaboration Likelihood Model (ELM), the research utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (PLS-MGA) to analyze data from a diverse sample of 505 respondents sourced from MTurk. The findings reveal that the quality, consistency, and volume of eWOM significantly shape consumer expectations. Notably, the two-sidedness of online reviews does not have any substantial impact on both expectations and adoption behaviors toward cryptocurrency payment methods. Furthermore, factors such as the time spent online, and the frequency of online shopping were found to partially moderate the effects of eWOM on adoption behavior. This research contributes pioneering insights into the role of eWOM in influencing consumer attitudes towards cutting-edge technologies, extending existing knowledge beyond traditional consumer decisions to include technological adoption, particularly in digital finance. This offers valuable implications for technology firms and digital marketers aiming to harness eWOM to promote new technological solutions. Journal Article Technology in Society 79 102724 Elsevier BV 0160-791X eWOM; cryptocurrency adoption; Elaboration likelihood model; Argument quality; Review volume; Review consistency 1 12 2024 2024-12-01 10.1016/j.techsoc.2024.102724 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Not Required This research has been supported by Masaryk University Grant Agency with grant number MUNI/A/1447/2021. 2025-01-15T15:40:35.6720422 2024-11-08T13:38:47.2393921 Faculty of Humanities and Social Sciences School of Management - Business Management Dušan Mladenović 0000-0001-5101-2181 1 Roberto Bruni 2 Raffaele Filieri 3 Ellie Ismagilova 0000-0001-9634-194X 4 Prateek Kalia 0000-0003-2209-1778 5 Michal Jirásek 0000-0002-0407-4045 6 68222__32899__37cdeb46995846b182956e6715e0f40e.pdf The Power of Electronic Word-of-Mouth in Inducing Adoption of Emerging Technologies.pdf 2024-11-08T13:47:19.7769683 Output 575939 application/pdf Accepted Manuscript true Author accepted manuscript document released under the terms of a Creative Commons CC-BY licence using the Swansea University Research Publications Policy (rights retention). true eng https://creativecommons.org/licenses/by/4.0/deed.en
title The power of electronic Word of Mouth in inducing adoption of emerging technologies
spellingShingle The power of electronic Word of Mouth in inducing adoption of emerging technologies
Ellie Ismagilova
title_short The power of electronic Word of Mouth in inducing adoption of emerging technologies
title_full The power of electronic Word of Mouth in inducing adoption of emerging technologies
title_fullStr The power of electronic Word of Mouth in inducing adoption of emerging technologies
title_full_unstemmed The power of electronic Word of Mouth in inducing adoption of emerging technologies
title_sort The power of electronic Word of Mouth in inducing adoption of emerging technologies
author_id_str_mv 978a0722ccb70c8c3816004d8a9f1567
author_id_fullname_str_mv 978a0722ccb70c8c3816004d8a9f1567_***_Ellie Ismagilova
author Ellie Ismagilova
author2 Dušan Mladenović
Roberto Bruni
Raffaele Filieri
Ellie Ismagilova
Prateek Kalia
Michal Jirásek
format Journal article
container_title Technology in Society
container_volume 79
container_start_page 102724
publishDate 2024
institution Swansea University
issn 0160-791X
doi_str_mv 10.1016/j.techsoc.2024.102724
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description This study examines the influence of electronic Word-of-Mouth (eWOM) on consumer expectations and intentions to adopt emerging technologies, specifically focusing on cryptocurrency payment methods. Employing the Elaboration Likelihood Model (ELM), the research utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (PLS-MGA) to analyze data from a diverse sample of 505 respondents sourced from MTurk. The findings reveal that the quality, consistency, and volume of eWOM significantly shape consumer expectations. Notably, the two-sidedness of online reviews does not have any substantial impact on both expectations and adoption behaviors toward cryptocurrency payment methods. Furthermore, factors such as the time spent online, and the frequency of online shopping were found to partially moderate the effects of eWOM on adoption behavior. This research contributes pioneering insights into the role of eWOM in influencing consumer attitudes towards cutting-edge technologies, extending existing knowledge beyond traditional consumer decisions to include technological adoption, particularly in digital finance. This offers valuable implications for technology firms and digital marketers aiming to harness eWOM to promote new technological solutions.
published_date 2024-12-01T05:24:54Z
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score 11.089551

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