Attitude Toward Word-of-Mouth (On-line)

What it measures

A six-item scale measuring a consumer's overall attitude toward online word-of-mouth, encompassing comfort with reading reviews, past usage of online reviews for decision-making, enjoyment of sharing and receiving product experiences, and a general belief in the value of word-of-mouth for consumers. The scale captures both behavioural history with online reviews and normative beliefs about their utility, making it a broad dispositional measure of engagement with peer-generated product information.

Representative items

• I am comfortable with reading online reviews.
• I like to discuss my product/service experiences with others.
• Overall, providing and receiving word-of-mouth helps consumers make better decisions.

Citation

Khare, Adwait, Lauren I. Labrecque, and Anthony K. Asare (2011). The assimilative and contrastive effects of word-of-mouth volume: An experimental examination of online consumer ratings. Journal of Retailing, 87(1), 111–126.