Understanding the impact of digital cue on consumer e-WOM for plant-based food: A situational experiment to explore the roles of sensory experience and social influence

With the extensive application of digital technologies and intelligent transformation of the food industry, digital cues have emerged as critical factors influencing consumers' purchasing decisions regarding plant-based foods. Nevertheless, few studies have systematically examined how distinct digital cues shape consumer electronic-word-of-mouth (e-WOM). Focusing on plant-based food, this study explores how digital cues shape e-WOM within the context of social e-commerce platforms. Using a situational experiment method, three experiments were conducted to examine the effects of digital cues on e-WOM. The results show that social digital cues (vs. product digital cues) have a stronger promotional effect on e-WOM. Sensory experience serves as a mediator between digital cues and e-WOM. Additionally, this study finds that social influence (online science popularization vs. social norms) moderates the pathway through which sensory experience mediates the impact of digital cues on e-WOM. This study provides significant theoretical insights by elucidating the psychological mechanisms and boundary conditions through which digital cues influence e-WOM. These findings provide practical recommendations for social e-commerce platforms and food companies to better market new types of food products.