Exploring the Influential Variables of eWOM Messages with a Focus on Health Care Services. A Romanian Case Study

Abstract:

This study aims to establish the way some of the variables of eWOM messages from a dedicated forum such as reputation, service quality and satisfaction, influence the willingness of a consumer to purchase a health care service. More accurately, this paper identifies the strongest influential factor of eWOM messages found on a health care forum, whose particular elements were embedded in arguments, on a reader’s willingness to purchase a health care service for a certain physician.