Guided by attribution theory and accessibility-diagnosticity model, this study examined how tie-strength and diagnostic information influence consumers’ inference-making of intense negative eWOM sender motives. A 3 (Tie-strength: strong vs. weak vs. none) x 4 (Cues Present [high consistency/ medium consistency/ low consistency], Not Present) between-subjects, posttest only random assignment factorial experimental design was used. The results showed that the consistency of behavioral pattern manifested in previous posts of the eWOM sender influences attribution of sender’s motives. That is, when the original negative eWOM and the previous posts show consistently high consistency (i.e., negative valence posts), receivers made more dispositional attributions compared to when the previous posts showed low consistency (i.e., positive valence posts). Such impact of the previous posts was moderated by the tie-strength between the sender and the receiver. When the source is a close friend, receivers did not consider the cues of past behavioral pattern, unlike receivers who viewed a post from an acquaintance or a stranger as a sender of intense negative eWOM. Furthermore, attribution of sender motives influences persuasive outcomes such as brand attitude and sharing intention. The results give some implications for brand managers and eWOM platform developers.
Author(s): Wonkyung Kim, Beijing Normal University-Hong Kong Baptist University United International College; Nora Rifon, Michigan State University
