Word‐of‐mouth information processing routes: The mediating role of message and source characteristics. Issue 2 (18th December 2019)

• Record Type: Journal Article
• Authors: Le, Tri D.; Robinson, Linda J.; Dobele, Angela R.
• Is Part Of: Journal of consumer behaviour. Volume 19:Issue 2(2020)
• Page Start: 171
• Page End: 181
• Publication Date: 2019-12-18
• Subjects: Consumer behavior -- Periodicals; Motivation research (Marketing) -- Periodicals; 658.834205
• DOI: 10.1002/cb.1802
• Languages: English
• ISSNs: 1472-0817

Abstract

Abstract: This study investigates word‐of‐mouth (WOM) information processing routes from active WOM seeking behaviour. Employing the elaboration likelihood model (ELM), the direct and indirect effects of factors within information processing routes are examined in a credence service context. A deeper exploration of the causal chains of each route was conducted using serial mediation models of message quality and source characteristics. Data were collected in the higher education context from a survey of 509 high school students applying for tertiary study. Findings indicate that active WOM seeking and the serial mediation effects elicit two routes of information processing: central and peripheral. This study is amongst the first to intensively reveal the underlying causal chains of WOM processing and supports the application of ELM theory in WOM research.