Word‐of‐mouth information processing routes: The mediating role of message and source characteristics

• Published in: Journal of consumer behaviour Vol. 19; no. 2; pp. 171 - 181
• Main Authors: Le, Tri D., Robinson, Linda J., Dobele, Angela R.
• Format: Journal Article
• Language: English
• Published: London Wiley Subscription Services, Inc 01-03-2020
• Subjects: Consumer behavior; Elaboration; Higher education; Indirect effects; Information processing; Mediation; Mouth; Secondary schools; Word of mouth advertising
• ISSN: 1472-0817; 1479-1838
• DOI: 10.1002/cb.1802

This study investigates word‐of‐mouth (WOM) information processing routes from active WOM seeking behaviour. Employing the elaboration likelihood model (ELM), the direct and indirect effects of factors within information processing routes are examined in a credence service context. A deeper exploration of the causal chains of each route was conducted using serial mediation models of message quality and source characteristics. Data were collected in the higher education context from a survey of 509 high school students applying for tertiary study. Findings indicate that active WOM seeking and the serial mediation effects elicit two routes of information processing: central and peripheral. This study is amongst the first to intensively reveal the underlying causal chains of WOM processing and supports the application of ELM theory in WOM research.