This paper presents the first study that utilizes detailed clickstream data on online Word-of-Mouth to uncover mechanisms underlying its influence on consumer decision making. We leverage a feature launch on a major doctor appointment booking platform to study the impacts of online WOM on three...

The primary objective of this paper is to develop a theoretical model for predicting purchase behavior in electronic channels. We employ web site use (i.e., technology use behavior), a key indicator of the degree to which a site is “sticky” in that it attracts users often and retains them...