The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers

Owusu Alfred

doi:doi:10.11648/j.ijebo.20160406.13

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The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers

Owusu Alfred

Published in International Journal of Economic Behavior and Organization (Volume 4, Issue 6)

Received: 26 September 2016 Accepted: 17 November 2016 Published: 10 March 2017

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Abstract

The purpose of this study was to seek evidence of the significant effect of word of mouth (WOM) on the attitudes of potential consumers. The study tested the following two research hypotheses. (1) WOM will have both positive and negative effect on the probability of consumers purchase and attitudes towards products. (2) That negative WOM effect on consumers purchase and attitude towards a product will be stronger than the positive. The results of the study indicate that WOM, both have negative and positive, and can influence the attitudes and predict purchase behavior of consumers. This study cannot give reliable estimates of the precise magnitude of this effect due to the lack of significant differences between the experimental groups and the control group. It is contended by several authors that the influence of negative WOM is more than positive, however, this proposition was not supported by this study.

Published in	International Journal of Economic Behavior and Organization (Volume 4, Issue 6)
DOI	10.11648/j.ijebo.20160406.13
Page(s)	59-63
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

Negative Word of Mouth, Customer Dissatisfaction, Retention, Attitude Measurement

References

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[11]	Richins ML (1997). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47, 68-78.
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Owusu Alfred. (2017). The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers. International Journal of Economic Behavior and Organization, 4(6), 59-63. https://doi.org/10.11648/j.ijebo.20160406.13

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Owusu Alfred. The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers. Int. J. Econ. Behav. Organ. 2017, 4(6), 59-63. doi: 10.11648/j.ijebo.20160406.13

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AMA Style

Owusu Alfred. The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers. Int J Econ Behav Organ. 2017;4(6):59-63. doi: 10.11648/j.ijebo.20160406.13

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@article{10.11648/j.ijebo.20160406.13,
  author = {Owusu Alfred},
  title = {The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {4},
  number = {6},
  pages = {59-63},
  doi = {10.11648/j.ijebo.20160406.13},
  url = {https://doi.org/10.11648/j.ijebo.20160406.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20160406.13},
  abstract = {The purpose of this study was to seek evidence of the significant effect of word of mouth (WOM) on the attitudes of potential consumers. The study tested the following two research hypotheses. (1) WOM will have both positive and negative effect on the probability of consumers purchase and attitudes towards products. (2) That negative WOM effect on consumers purchase and attitude towards a product will be stronger than the positive. The results of the study indicate that WOM, both have negative and positive, and can influence the attitudes and predict purchase behavior of consumers. This study cannot give reliable estimates of the precise magnitude of this effect due to the lack of significant differences between the experimental groups and the control group. It is contended by several authors that the influence of negative WOM is more than positive, however, this proposition was not supported by this study.},
 year = {2017}
}

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TY  - JOUR
T1  - The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers
AU  - Owusu Alfred
Y1  - 2017/03/10
PY  - 2017
N1  - https://doi.org/10.11648/j.ijebo.20160406.13
DO  - 10.11648/j.ijebo.20160406.13
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
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PB  - Science Publishing Group
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UR  - https://doi.org/10.11648/j.ijebo.20160406.13
AB  - The purpose of this study was to seek evidence of the significant effect of word of mouth (WOM) on the attitudes of potential consumers. The study tested the following two research hypotheses. (1) WOM will have both positive and negative effect on the probability of consumers purchase and attitudes towards products. (2) That negative WOM effect on consumers purchase and attitude towards a product will be stronger than the positive. The results of the study indicate that WOM, both have negative and positive, and can influence the attitudes and predict purchase behavior of consumers. This study cannot give reliable estimates of the precise magnitude of this effect due to the lack of significant differences between the experimental groups and the control group. It is contended by several authors that the influence of negative WOM is more than positive, however, this proposition was not supported by this study.
VL  - 4
IS  - 6
ER  -

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Author Information

Owusu Alfred

Marketing Department, Kumasi Technical University, Kumasi, Ghana

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APA Style

Owusu Alfred. (2017). The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers. International Journal of Economic Behavior and Organization, 4(6), 59-63. https://doi.org/10.11648/j.ijebo.20160406.13

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ACS Style

Owusu Alfred. The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers. Int. J. Econ. Behav. Organ. 2017, 4(6), 59-63. doi: 10.11648/j.ijebo.20160406.13

Copy | Download

AMA Style

Owusu Alfred. The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers. Int J Econ Behav Organ. 2017;4(6):59-63. doi: 10.11648/j.ijebo.20160406.13

Copy | Download

@article{10.11648/j.ijebo.20160406.13,
  author = {Owusu Alfred},
  title = {The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {4},
  number = {6},
  pages = {59-63},
  doi = {10.11648/j.ijebo.20160406.13},
  url = {https://doi.org/10.11648/j.ijebo.20160406.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20160406.13},
  abstract = {The purpose of this study was to seek evidence of the significant effect of word of mouth (WOM) on the attitudes of potential consumers. The study tested the following two research hypotheses. (1) WOM will have both positive and negative effect on the probability of consumers purchase and attitudes towards products. (2) That negative WOM effect on consumers purchase and attitude towards a product will be stronger than the positive. The results of the study indicate that WOM, both have negative and positive, and can influence the attitudes and predict purchase behavior of consumers. This study cannot give reliable estimates of the precise magnitude of this effect due to the lack of significant differences between the experimental groups and the control group. It is contended by several authors that the influence of negative WOM is more than positive, however, this proposition was not supported by this study.},
 year = {2017}
}

Copy | Download

TY  - JOUR
T1  - The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers
AU  - Owusu Alfred
Y1  - 2017/03/10
PY  - 2017
N1  - https://doi.org/10.11648/j.ijebo.20160406.13
DO  - 10.11648/j.ijebo.20160406.13
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
SP  - 59
EP  - 63
PB  - Science Publishing Group
SN  - 2328-7616
UR  - https://doi.org/10.11648/j.ijebo.20160406.13
AB  - The purpose of this study was to seek evidence of the significant effect of word of mouth (WOM) on the attitudes of potential consumers. The study tested the following two research hypotheses. (1) WOM will have both positive and negative effect on the probability of consumers purchase and attitudes towards products. (2) That negative WOM effect on consumers purchase and attitude towards a product will be stronger than the positive. The results of the study indicate that WOM, both have negative and positive, and can influence the attitudes and predict purchase behavior of consumers. This study cannot give reliable estimates of the precise magnitude of this effect due to the lack of significant differences between the experimental groups and the control group. It is contended by several authors that the influence of negative WOM is more than positive, however, this proposition was not supported by this study.
VL  - 4
IS  - 6
ER  -

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