| Abstract [eng] |
The aim of the study is to find out whether a positive / negative e-WOM message and message attributes - usefulness and credibility - affect the perception of quality, price perception and the intention to purchase services of different price levels. The work consists of three main parts; the analysis of literature, the research and its results, conclusion and recommendations. An analysis of the scientific literature and previous research identifies the main attributes of an e-WOM message that have a significant impact on the user's readability of the e-WOM message. The most significant attributes of the e-WOM message were selected and included in the conceptual research model - valence (positive / negative message), usefulness, credibility. After the literature analysis the author has carried out the study to find out whether e-WOM with its selected attributes has a significant impact on service quality perception, price perception and intention to buy. For the empirical research, in order to investigate the impact of e-WOM message on the perception of service quality, price perception and intention to purchase, a scientific type of research was chosen - a structured, remote survey. A closed type questionnaire was chosen as the research instrument. A 2x2 model of factorial design was used in the study, different groups of respondents were presented with different questionnaires with two different situations (positive / negative e-wom, stimulus - high / low price). To evaluate the reliability of the methodology used, the Cronbach's alpha coefficients of the scales were calculated. All Cronbach’s alpha coefficients obtained are very high (> 0.8), so it was confirmed that all scales generated are reliable and were suitable for the study. The study data were analyzed by the program SPSS, version 26. Student's t independent sampling criteria were used to compare the scale estimates of the two different study groups. Student's t-test was used to compare the same research opinions on cheaper (low price) and more expensive service (high price). The Pearson correlation coefficient was calculated to determine the relationship between the two factors. Predictive models were constructed by the linear regression method. In the empirical part of the research, a hypothesis test was performed to determine the impact of the e-WOM message on the perception of service quality, price perception, and intention to buy. The analysis showed that in the case of both messages (positive / negative), no significant difference was observed in the perception of service quality. The study found that the usefulness and credibility of e-WOM messages have a positive effect on consumer price perceptions. The study also showed that the more favorable the price of the service, its quality or the more reliable or useful e-WOM, the greater the intention to purchase; this is confirmed by both the high and low cost of the service. When examining the effect of the size of the additional stimulus - the price of the offer on the perception of price and perception of quality, two results are observed. In the case of price perception, respondents rated the lower price offer as more acceptable in terms of price before reading the review. After positive feedback, the offer at a lower price was also more acceptable. Meanwhile, after the negative feedback, respondents evaluated both bids similarly, there was no significant difference. The conclusions and recommendations summarize the main concepts of literature analysis as well as the results of the performed research. The author believes that the results of the study could give useful guidelines for marketers and make space for the future researches on e-WOM in local market. |
