Understanding Consumer Attitudes Toward Web-based Communication Tools

<p>Motivated by the growing role of online transactions and Web-related Word-Of-Mouth (WWOM) in the consumer behavior domain, we propose a theoretical model that relates two antecedents (consumers’ community and content ownership) to attitudes toward four WWOM tools (Viral Marketing, Consumer-Produced Ads, Consumer Web Logs, and Collaborative Filters). The model and related hypotheses are empirically tested with the structural equation...