Individual and Product-Related Antecedents of Electronic Word-of-Mouth

Abstract: This research investigates the antecedents of positive and negative electronic word-of-mouth (eWOM) propensity, as well as the impact of eWOM propensity on the intention to repurchase the product. Two types of eWOM predictors were considered: product related variables and personal factors. The data were collected through an online survey conducted on a sample of 335 Romanian subjects, and the analysis method was Structural Equation Modeling. Our findings show that personal factors - social media usage behavior, marketing mavenism and need to evaluate - are the most important antecedents of the intention to write product reviews and comments online, either positive or negative. From the product related factors, only brand trust influences the propensity to provide eWOM. Furthermore, both positive and negative eWOM intentions are associated with the repurchase intention.