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The Effect of Personal and Virtual Word-of-Mouth on Technology Acceptance

机译：个人和虚拟口碑对技术接受度的影响

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This paper extends the Technology Acceptance Model (TAM) to incorporate the impact of personal and virtual word-of-mouth (pWOM and vWOMj. The authors hypothesize that both types of word-of-mouth will be positively related with consumer perceptions of innovation usefulness and perceived ease of use. In addition, the authors examine two competing hypotheses regarding the relative impact ofpWOM and vWOM on perceptions of innovation attributes. One hypothesis argues that potential adopters place more weight on pWOM sources because they perceive relatively more similarity between themselves and pWOM sources. The alternative hypothesis argues that potential adopters place more weight on vWOM sources because those sources (relative to pWOM sources) expose potential adopters to a wider variety of information and a larger number of experts. Finally, the authors argue that symbolic product usage will enhance the relationship between word-of-mouth and consumer perceptions of innovation attributes. These hypotheses are tested using data collected in Japan from over 600 potential adopters of Blu-ray DVD recorders and smart phones. Findings indicate that, in both product categories, pWOM and vWOM are positively and significantly related with perceived ease of use. Moreover, in both samples pWOM is positively and significantly related with perceived usefulness, while vWOM is significantly related with perceived usefulness only in the smart phone sample. With regard to the relative impact of pWOM and vWOM on perceptions of innovation attributes, results indicate that vWOM has a larger impact on potential adopter perceptions of ease of use. Finally, the estimated model provides support for the hypothesis that symbolic consumption increases the impact of word-of-mouth on perceptions of innovation attributes. In particular, findings indicate that the impact of pWOM on perceptions of innovation usefulness is higher among potential adopters of smart phones than among potential adopters of Blu-ray DVD recorders. Similarly, the impact of vWOM on perceptions of ease of use is higher among potential smart phone adopters than among potential adopters of Blu-ray DVD recorders.
机译：本文扩展了技术接受模型（TAM），以结合个人和虚拟口碑（pWOM和vWOMj）的影响。作者假设这两种口碑都将与消费者对创新有用性的看法成正相关此外，作者研究了关于pWOM和vWOM对创新属性感知的相对影响的两个相互竞争的假设；一个假设认为，潜在的采用者对pWOM来源的重视程度更高，因为他们认为自己与pWOM之间的相对相似性更高另一种假设认为，潜在采用者对vWOM来源的重视程度更高，因为这些来源（相对于pWOM来源）使潜在采用者能够接触到更多的信息和更多的专家。增强口碑与消费者对创新属性的看法之间的关系。这些假说是使用来自日本的600多个潜在蓝光DVD刻录机和智能电话采用者收集的数据进行检验的。研究结果表明，在两种产品类别中，pWOM和vWOM与感觉到的易用性正相关且显着相关。此外，在两个样本中，pWOM与感知的有用性成正比且显着相关，而vWOM仅在智能手机样本中与感知的有用性成正比。关于pWOM和vWOM对创新属性感知的相对影响，结果表明vWOM对潜在采用者对易用性的感知影响更大。最后，估计的模型为以下假设提供了支持：符号消费增加了口碑对创新属性感知的影响。特别是，研究结果表明，潜在的智能手机使用者中pWOM对创新有用性的影响要高于蓝光DVD刻录机的潜在使用者。同样，潜在的智能手机使用者中，vWOM对易用性的影响要大于蓝光DVD刻录机的潜在使用者。

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  • 来源
    《Journal of product innovation management》 |2012年第6期|p.952-966|共15页
  • 作者

    Mark E. Parry; Tomoko Kawakami; Kazuhiro Kishiya;

  • 作者单位

    321 Bloch School, Univer-sity of Missouri-Kansas City, 5110 Cherry Street, Kansas City, MO 64110- 2499, USA;

    Technology and Operations Management and Innovation Management at Kansai University in Osaka, Japan;

    Advertising Manage-ment and Consumer Behavior at Kansai University in Osaka, Japan;

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