Exploring social eWOM intention in social commerce environment: Individual-level Culture Values as a Moderator

The growing popularity of social networking sites has made the experience of consumers on social commerce environment different from other contexts, as the consumers can share or reposted about a product or a brand. A latest version of electronic word of mouth, called social electronic word of mouth (social eWOM), has become popular for researchers and people from practice, too. Social eWOM occurs when consumers explore any information related to brands/ products exchanged among the users of social networking sites. The distinct social nature of social networking sites indicates an interesting and proper context for examining eWOM behaviours. Moreover, little research has been published addressing the factors influencing social eWOM intentions. Adopting the stimulus – organism – response (S-O-R) framework and Service – Dominant theory, this study explored the impacts of social commerce characteristics on social eWOM intentions in an integrative framework: stimulus environment (social commerce characteristics), consumers’ internal state (trust, customer experience, perceived value co-creation), and response (social eWOM intention). In addition, the moderating role of individual cultural value (individualism and uncertainty avoidance) related to the relationship between customers’ internal state and social eWOM intentions was examined. To gain these objectives, this study will be performed using both qualitative and quantitative methods. First of all, the qualitative method consists of two focus-group. The findings of focus groups confirmed four dimensions of social commerce environment, such as information content, personalization, product selection, and social interaction. Additionally, the relationship between trust and customer experience was also explored. Then, a survey-based empirical study was conducted to examine the structural model. Partial Least Square (PLS) was applied using data collected from 325 respondents comprising users of Facebook. The results of the study indicate that (1) information content and social interaction do not influence customer experience; but they influence trust; (2) personalization and product selection influence both customer experience and trust; however, the opposite of a prediction is that product selection negative influence trust; (3) there is positively interrelationship between customer experience, trust and perceived value co-creation, and in turn (4) these variables significantly influence social eWOM intention; (5) individualism is moderated between trust and social eWOM intention; and uncertainty avoidance is moderated between customer experience, trust and social eWOM intention. Unexpected, the relationship between perceived value co-creation and social eWOM intention is not moderated by individual cultural value. This research provides useful and valuable insights into the theory and practice of social eWOM. It shows how a customer shapes social eWOM intention in social commerce environment, an area that largely remains unexplored. Additionally, the study presents limitations and future research.

ISBN:	978-80-7454-888-8
EAN:	9788074548888
Počet stran	45 stran
Datum vydání	20. 12. 2019
Pořadí vydání	První
Jazyk	anglický
Vazba	e-kniha - pdf
Autor:	Quyen Phu Thi Phan
Nakladatelství	Univerzita Tomáše Bati ve Zlíně
Tématická skupina	999 - nezařazeno
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