The study of consumer behaviour helps to understand how the buying decision is made and how they look for a product. Moreover, the understanding consumer behaviour also helps marketers to know the what, where, when, how and why of the consumption of product consumption (Kumar, ) The study continued with review of literature on advertising and the consumer buying behaviour. It then followed with the methodology employed in the study. The findings and results were then presented which was followed by conclusion and recommendations for cosmetic firms. Literature Review Feb 14, · Our review of the literature has led to the emergence of the acronym SHIFT, which reflects the importance of considering how Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility can be harnessed to encourage more sustainable consumer behaviors
Buyer decision process - Wikipedia
From consumer experience to affective loyalty: challenges and prospects in the psychology of consumer behaviour 3. The rise and spread of the Internet has led to the emergence of a new form of word of mouth WOM : electronic word of mouth eWOMconsidered one of the most influential informal media among consumers, businesses, and the population at large.
Drawing on these ideas, this paper reviews the relevant literature, analyzing the impact of traditional WOM and eWOM in the field of consumer behavior and highlighting the main differences between the two types of recommendations, with a view to contributing to a better understanding of the potential of both. Consumers increasingly use online tools e. to share their opinions about the products and services they consume Gupta and Harris, ; Lee et al.
These tools are significantly changing everyday life and the relationship between customers and businesses Lee et buying behaviour literature review. The rapid growth of online communication through social media, websites, blogs, etc, buying behaviour literature review. Specifically, the present paper will review the literature buying behaviour literature review how these two media have evolved, the main differences between them, and the degree to which they influence both businesses and consumers, now that they have become some of the most influential information sources for decision-making.
Word of mouth is one of the oldest ways of conveying information Dellarocas,and it has been defined in many ways. One of the earliest definitions was that put forward by Katz and Lazarsfeldwho described it as the exchanging of marketing information between consumers in such a way that it plays a fundamental role in shaping their behavior and in changing attitudes toward products and services.
Other authors e. Likewise, WOM has been defined as communication between consumers about a product, service, buying behaviour literature review, or company in which the sources are considered independent of commercial influence Litvin et al.
These interpersonal exchanges provide access to information related to the consumption of that product or service over and above formal advertising, buying behaviour literature review, i. WOM is widely regarded as one of the most influential factors affecting consumer behavior Daugherty and Hoffman, This influence is especially important with intangible products that are difficult to evaluate prior to consumption, buying behaviour literature review, such as tourism or hospitality.
For example, tourist satisfaction is of utmost importance because of its influence on behavioral intentions, WOM and purchasing decisions. In other words, overall satisfaction leads to the possibility of revisiting and recommending the destination Sotiriadis and Van Zyl, Similarly, previous research indicates that consumers regard WOM as a much more reliable medium than traditional media e, buying behaviour literature review.
Cheung and Thadani, It is thus considered one of the most influential sources of information about products and services Lee and Youn, Users generally trust other consumers more than sellers Nieto et al. As a result, WOM can influence many receivers Lau and Ng, and is viewed as a consumer-dominated marketing channel in which the senders are independent of the market, which lends them credibility Brown et al.
This independence makes WOM a more reliable and credible medium Arndt, ; Lee and Youn, This form of communication has taken on special importance with the emergence of online platforms, which have made it one of the most influential information sources on the Web Abubakar and Ilkan,for instance, in the tourism industry Sotiriadis and Van Zyl, buying behaviour literature review As a result of technological advances, these new means of communication have led to changes in consumer behavior Cantallops and Salvi, ; Gómez-Suárez et al.
One of the most comprehensive conceptions of eWOM was proposed by Litvin et al. The advantage of this tool is that it is available to all consumers, who can use online platforms to share their opinions and reviews with other users.
Where once consumers trusted WOM from friends and family, today they look to online comments eWOM for information about a product or service Nieto et al, buying behaviour literature review. As a result of ICT, today consumers from all over the world can leave comments that other users can use to easily obtain information about goods and services. Both active and passive consumers use this information medium eWOM. Individuals who share their opinions with others online are active consumers; those who simply search for information in the comments or opinions posted by other customers are passive consumers Wang and Fesenmaier, Electronic word of mouth also provides companies with an advantage over traditional Buying behaviour literature review insofar as it allows them both to try to understand what factors motivate consumers to post their opinions online and to gauge the impact of those comments on other people Cantallops and Salvi, In the field of consumer behavior, some previous studies e.
For example, the customers most satisfied with a product buying behaviour literature review service tend to become loyal representatives thereof via positive eWOM Royo-Vela and Casamassima,which can yield highly competitive advantages for establishments, businesses, or sellers, especially smaller ones, which tend to have fewer resources.
Some studies have suggested that traditional WOM is the sales and marketing tactic most often used by small businesses. While buying behaviour literature review authors e. The first such difference is credibility as an information source Cheung and Thadani, ; Hussain et al. Luo et al, buying behaviour literature review. In contrast, other studies e. Likewise, eWOM tends to be more credible when the consumer using it has previous experience Sotiriadis and Van Zyl, Message privacy is another feature that sets the two media apart, since with traditional WOM information is shared through private, real-time, face-to-face dialogs and conversations.
In contrast, information shared through eWOM buying behaviour literature review not private and can sometimes be seen by anonymous people who do not know each other. Furthermore, buying behaviour literature review, reviews can be viewed at various points in time Cheung and Thadani, Indeed, because eWOM reviews are written, consumers and companies can check them at any time; this buying behaviour literature review in contrast to traditional WOM, where once the message has reached the receiver, it tends to disappear.
Another salient difference between the two media is the speed of diffusion of the message; eWOM statements spread much faster than WOM statements because of where they are published, i. Online platforms for sharing information social media, websites, blogs, buying behaviour literature review, etc. are what set eWOM apart from traditional WOM Cheung and Thadani, First, they make the reviews accessible to more consumers Cheung and Thadani, ; Sotiriadis and Van Zyl, Second, because they are written, they persist over time Hennig-Thurau et al.
This paper has reviewed the literature with a view to providing a clearer understanding of WOM and eWOM in the context of consumer information searches. To this end, the review found that, in keeping with numerous studies, WOM is both the oldest medium for sharing opinions about products or services and the one most likely to influence consumer behavior, due to the high reliability and credibility transmitted by family and friends.
In contrast, few studies have examined the interaction between perceived risk and eWOM source credibility Hussain et al. Notwithstanding the above, the review of the theoretical framework also revealed a gap in the literature on WOM credibility in situations involving multiple or many communicators and receivers and how this ultimately affects the end consumer. This would include, for instance, situations in which one person communicates a message to another, who acts as an intermediary, both receiving the original message and passing it along to a third party, i.
In such cases, the original message can be altered or distorted, chipping away at the credibility of the WOM review as a source of information. This lends much more strength to written comments and reviews, such as eWOM, which can ultimately reduce risk and increase consumer confidence. Another feature that distinguishes eWOM from traditional WOM is the speed with which it spreads and the ease of access to it.
In this regard, when consumers need information about a product or service, they ultimately turn to online media eWOM for two reasons. First, they can get the information more quickly, as there is no need to wait for someone else — a friend or family member — to offer an opinion about what they wish to consume. Second, if they have already received WOM reviews, they can use eWOM to corroborate the information received. Therefore, credibility and speed are the two main features not only distinguishing the two media, but also influencing consumer behavior, buying behaviour literature review.
Finally, the analysis of the review showed that these two concepts — WOM and eWOM — while seemingly the same, are at the same time very different. The Internet has transformed traditional WOM into eWOM. The communication of opinions is no longer done interpersonally i. However, the many studies conducted e. For example, in the field of tourism, eWOM is considered the most influential pre-purchase source of travel information Sotiriadis and Van Zyl, This paper tries to offer a clearer understanding of the two concepts through a literature review and an exploration of how, as a result of advances in ICT, traditional WOM has given rise to eWOM.
The author has made an important, direct, intellectual contribution to this paper and has approved it for publication. The author declares that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
Abubakar, A. Impact of online WOM on destination trust and intention to travel: a medical tourism perspective, buying behaviour literature review. Destination Mark. doi: CrossRef Full Text Google Scholar. Arndt, buying behaviour literature review, J.
Role of product-related conversations in the diffusion of a new product. Brown, J. Word of mouth communication within online communities: conceptualizing the online social network. Cantallops, A. New consumer behavior: a review of research on eWOM and hotels. Cheung, Buying behaviour literature review. The impact of electronic word-of-mouth communication: a literature analysis and integrative model.
Support Syst. Daugherty, T. eWOM buying behaviour literature review the importance of capturing consumer attention within social media. Dellarocas, C. The digitization of word of mouth: promise and challenges of online feedback mechanisms.
Filieri, R. Travel Res, buying behaviour literature review. Gómez-Suárez, M. Consumer-brand relationships under the marketing 3. PubMed Abstract CrossRef Full Text Google Scholar. Gupta, Buying behaviour literature review. How e-WOM recommendations influence product consideration and quality of choice: a motivation to process information perspective. Hennig-Thurau, buying behaviour literature review, T. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?
Hussain, S. Jalilvand, M. The impact of electronic word of mouth on a tourism destination choice: testing the theory of planned behavior TPB.
Understanding The Different Types of Literature Reviews
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Feb 14, · Our review of the literature has led to the emergence of the acronym SHIFT, which reflects the importance of considering how Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility can be harnessed to encourage more sustainable consumer behaviors The study continued with review of literature on advertising and the consumer buying behaviour. It then followed with the methodology employed in the study. The findings and results were then presented which was followed by conclusion and recommendations for cosmetic firms. Literature Review Customer behaviour towards halal food: a systematic review and agenda for future research Mohammad Iranmanesh, Madugoda Gunaratnege Senali, Morteza Ghobakhloo, Davoud Nikbin, Ghazanfar Ali Abbasi. The halal food market is a large and fast-growing market
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