The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM

Scholars around the world have studied electronic word of mouth (eWOM) heavily in past decade. However, despite extensive knowledge effect eWOM on consumer behavior, there is still a lack understanding how source shapes those behaviors. There are many sources eWOM, influence which may different outcomes when it comes to consumers’ purchase intentions. Moreover, most studies measured social tie strengths (strong/weak) as one variable. Weak-tie (W-tie) and strong-tie (S-tie) always contrast each other. The versus characteristics these two constructs been considered almost all studies; however, they work together via mechanisms. This study split ties into separate constructs, W-tie S-tie, while adding another (celebrities eWOM), investigated moderated S-tie celebrity intention, well mediation perceived value/perceived enjoyment intention. A total 726 valid responses were analyzed using SPSS AMOS. results showed that direct relationships model supported. value mediated only intentions did not successfully convey On other hand, both relationships. moderate relationship between value, enjoyment, or In contrast, positive with also research illuminates media platforms affect