Research on the Mechanism of the Influence of E-WOM Dispersion on Consumers Return Intention

• Published in: Journal of physics. Conference series 2021-06, Vol.1944 (1), p.12023
• Main Authors: Long, G T, Song, M M, Duan, Y C, Cao, Z P, Wu, W L
• Format: Article
• Language: English
• Subjects: Consumers; Dispersion; Physics; Robots; Word of mouth advertising
• ISSN: 1742-6588; 1742-6596
• DOI: 10.1088/1742-6596/1944/1/012023

Based on the attribution theory, this paper constructs a conceptual framework for the influence of the dispersion of electronic word of mouth on consumers’ return intentions, focusing on the impact of the interaction between robot review and e-WOM dispersion on consumers’ attribution selection, the study uses situational experiments to collect data and verify hypotheses. The study found that: (1) Consumers are more willing to return goods when faced with high-dispersion electronic word of mouth; (2) When facing high-dispersion electronic word of mouth, consumers tend to attribute it to existing reviewers; (3) The influence of word-of-mouth dispersion on attribution selection is regulated by robot reviews. For the word-of-mouth dispersion of robot reviews, the tendency of word-of-mouth dispersion to be attributed to product reasons becomes greater. The research has laid a theoretical foundation for further exploring the influence of e-WOM dispersion on consumers’ return intentions, and also provides theoretical guidance and reference for enterprises to rationally use Internet robots and reduce return rates.