The Role of Motivational Factors for Determining Attitude Towards eWOM in Social Media Context

Muhammad Bilal, Zeng Jianqiu, Umair Akram, Yasir Tanveer, Muhammad Sohaib and Muhammad Ahsan Ali Raza
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Muhammad Bilal: School of Economics and Management, Beijing University of Posts and Telecommunications, China
Zeng Jianqiu: School of Economics and Management, Beijing University of Posts and Telecommunications, China
Umair Akram: Guanghua School of Management, Peking University, China
Yasir Tanveer: Lyallpur Business School, Government College University, Faisalabad, Pakistan
Muhammad Sohaib: School of Public Administration, Xian Jiaotong University, China
Muhammad Ahsan Ali Raza: School of Economics and Management, Beijing University of Posts and Telecommunications, China

International Journal of Enterprise Information Systems (IJEIS), 2020, vol. 16, issue 2, 73-91

Abstract: Social media channels provide a critical opportunity for sharing electronic word-of-mouth (eWOM) communication. eWOM has been considered a prominent factor in shaping consumer behavior. The purpose of this is to examine the effect of website quality, social support, emotional experience, and subjective norms on the attitude of eWOM. Furthermore, the personal interactivity role as moderator is examined. An online survey was conducted from 756 consumers in China. Structure equation modeling (SEM) was employed for data analysis by using AMOS 23. The results indicate that above-mentioned determinants positively influence on attitude and eWOM. Personal interactivity significantly moderates the relationship between attitude toward eWOM and eWOM. Perceived behavioral control (PBC) has a positive direct effect on eWOM. This study provides useful and valuable insights regarding potential determinants of eWOM in Chinese perspective. Theoretical and managerial implications are discussed.

Date: 2020
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