Title: Bragging about online purchases: comparing consumer word-of-mouth among Hispanics and non-Hispanics groups

Authors: Sindy Chapa; Felipe Korzenny; Howard Rodriguez-Mori

Addresses: The Center for Hispanic Marketing Communication, School of Communication, College of Communication and Information, Florida State University, 142 Collegiate Loop, P.O. Box 3062100, Tallahassee, FL 32306-2100, USA ' The Center for Hispanic Marketing Communication, School of Communication, College of Communication and Information, Florida State University, 142 Collegiate Loop, P.O. Box 3062100, Tallahassee, FL 32306-2100, USA ' School of Information, College of Communication and Information, Florida State University, 142 Collegiate Loop, P.O. Box 3062100, Tallahassee, FL 32306-2100, USA

Abstract: The purpose of this study was to explore to what extent consumers use word-of-mouth (WOM) to share information about their online purchases and to what extent WOM differ across segments and cultural groups. An online survey with a total sample of 2,850 was used to measure and model the impact of WOM. The findings of the study support the premise that acculturation is a moderator of WOM, and confirms the predictive value of culture on consumer attitudes and behaviours. From a practical perspective, the results indicate that un-acculturated Hispanics (new immigrants and first generation) are more prone to use WOM than acculturated Hispanic consumers, who in turn, are more prone to use WOM to brag about their online shopping than non-Hispanics/Whites in the USA. Finally, a tested model reveals WOM plays a mediating role in increasing consumer preference for premium products.

Keywords: word-of-mouth; WOM; acculturation; Hispanic; Latinos; groups; reference group; influence; impact; culture; online; purchases; consumers; marketing; customers.

DOI: 10.1504/IJEMR.2017.085701

International Journal of Electronic Marketing and Retailing, 2017 Vol.8 No.2, pp.157 - 171

Received: 01 Oct 2015
Accepted: 14 Jun 2016
Published online: 08 Aug 2017 *

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