Understanding How Chinese Consumers Engage in Electronic Word-of-Mouth Communication (eWOM) on Social Media: A Comparison Study Between Opinion Leaders and Non-Opinion Leaders

Yuan Wang
Additional contact information
Yuan Wang: The University of Maryland, College Park, USA

International Journal of Cyber Behavior, Psychology and Learning (IJCBPL), 2020, vol. 10, issue 2, 31-42

Abstract: Examining a sample of 510 Chinese movie consumers, this study found that social benefits, utilitarian, venting negative feelings, and entertainment are the main reasons that motivate consumers to engage in eWOM activities. In addition, though social media offers consumers an equal access to participate in eWOM communication, people with higher opinion leadership can make better use of ICTs. They showed stronger trust on eWOM information, more willing to seek for and contribute eWOM content, and gratifying more from participating in eWOM activities on social media.

Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://services.igi-global.com/resolvedoi/resolve ... 18/IJCBPL.2020040103 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jcbpl0:v:10:y:2020:i:2:p:31-42

Access Statistics for this article

International Journal of Cyber Behavior, Psychology and Learning (IJCBPL) is currently edited by Nadia Mansour Bouzaida

More articles in International Journal of Cyber Behavior, Psychology and Learning (IJCBPL) from IGI Global
Bibliographic data for series maintained by Journal Editor ().