Social Relationship Factors Influence on EWOM Behaviors in Social Networking Sites: Empirical Study: Taiwan and Vietnam
نویسنده
چکیده
This study provides insight into how social relationship factors influence on electronic Word-of-Mouth (EWOM) behaviors in social networking sites. By using the sample from Taiwan and Vietnam college students who spend more time on social networking sites, we investigate these determinants of EWOM behaviors such as social capital, trust and interpersonal influences, and compare the results between Taiwanese and Vietnamese samples. Simple regression analysis was utilized to examine the three hypotheses through a questionnaire designed on the Likert seven-point scale. The results indicated that bonding social capital and interpersonal influence have positively significant influence on EWOM behaviors, and there are different about some factors between Taiwan and Vietnam. Taiwan consumers are found to have more bonding social capital, trust and normative influence than Vietnam counterparts do.
منابع مشابه
Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites
As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers’ engagement in eWOM via social networks is becoming critical. Given the social and communal characteristics of social networking sites (SNSs) such as Facebook, MySpace and Friendster, this study examines how social relationship factors ...
متن کاملUnderstanding usage behaviors in social network service site -- A study using well-being model and self-determination theory
The purpose of this study is to explore the predictors of continuance intention towards social networking sites. Based on well-being model and self-determination theory, we proposed the effects of enjoyment, well-being, autonomy, relatedness, and competence on individuals’ intention to continuously participate in social networking sites. Preliminary Data were collected from Facebook. Results sh...
متن کاملAcceptance of Implicit and Explicit eWOM: a Factor Based Study of Social Networking Sites
Electronic Word of Mouth (eWOM) has gained an inescapable attention among both practitioners and academia. Its importance lies in its simplicity yet profound impact on customers’ attitude toward specific brands or goods, and consequently affecting important concepts such as customer loyalty and intention to purchase. Recently Social Networking Sites (SNS) have emerged as platforms to spread eWO...
متن کاملInvestigating Electronic Word-of-Mouth Effects on Online Discussion Forums: The Role of Perceived Positive Electronic Word-of-Mouth Review Credibility
Electronic word of mouth (eWOM) has been an important factor influencing consumer purchase decisions. Using the ABC model of attitude, this study proposes a model to explain how eWOM affects online discussion forums. Specifically, we propose that platform (Web site reputation and source credibility) and customer (obtaining buying-related information and social orientation through information) f...
متن کاملWhat Drives Consumers to Pass Along Marketer-Generated eWOM in Social Network Games? Social and Game Factors in Play
Social network games (SNGs) are part of the highly evolving marketing and e-commerce channel of social network sites (SNSs). Marketers in SNGs offer economic incentives of game currency or virtual goods in exchange for consumer interactions with ads, often encouraging consumers to forward marketer-generated messages broadly to social networks. This study investigates factors that lead consumers...
متن کامل