| 摘要: | This study attempts to contribute current eWOM studies by developing a comprehensive research framework that examines determinants of eWOM that can influence their purchase decision making, with regards to eWOM receiver’s characteristics and social factors presented on SNSs. Totally, the study collected 314 valid data from Taiwan through paper-based questionnaires.The results shows that the perceived informativeness, persuasiveness and source expetise have positive influence on eWOM usefulness. In addition, perceived informativeness, source expertise and source trustworthiness exert positive effect on eWOM credibility. Both eWOM usefulness and credibility can enhance the adoption of eWOM message and purchase intention towards a products recommended by eWOM message on SNSs. Furthermore, tie strength, homophily were found to have positive moderating influence on the relationship between source trustworthiness and eWOM credibility while conformity strengthens the relationship between eWOM adoption and purchase intention. However, the study is unable to confirm the enhancement roles of expertise as well as involvement on the influence of eWOM. With the results of this study, brands could be prompted to engage in social networking sites with viral marketing campaigns, thus encouraging consumers to spread useful and credible eWOM for gaining higher purchase likelihood among consumers.
Keywords: eWOM, social networking sites, eWOM credibility, eWOM usefulness, argument quality, source credibility, eWOM adoption, purchase intention, tie strength, homophily, expertise, self-involvement, conformity. |
