The power of social learning: How do observational and word-of-mouth learning influence online consumer decision processes?
作者：
Highlights：
• Both OL and WOM learning have significant positive influences on the efficiency of online shopping processes.
• WOM learning has a greater influence on online shopping processes than OL does when purchasing high-involvement products
• OL has a greater influence on online shopping processes than WOM learning does when purchasing low-involvement products
• OL will reinforce consumers’ intrinsic motivation, while WOM learning will reinforce consumers’ extrinsic motivation
• Product involvement has a significant and negative moderating role on the relationship between social learning and motivation reinforcement
摘要
•Both OL and WOM learning have significant positive influences on the efficiency of online shopping processes.•WOM learning has a greater influence on online shopping processes than OL does when purchasing high-involvement products•OL has a greater influence on online shopping processes than WOM learning does when purchasing low-involvement products•OL will reinforce consumers’ intrinsic motivation, while WOM learning will reinforce consumers’ extrinsic motivation•Product involvement has a significant and negative moderating role on the relationship between social learning and motivation reinforcement
论文关键词：Consumer decision processes,Social learning,Observational learning,Word-of-mouth learning,Motivation Reinforcement
论文评审过程：Received 7 January 2021, Revised 2 May 2021, Accepted 4 May 2021, Available online 22 May 2021, Version of Record 22 May 2021.
论文官网地址：https://doi.org/10.1016/j.ipm.2021.102632
