Electronic Word-Of-Mouth Contribution Continuance in Online Opinion Platforms: The Role of Multiple Commitments
نویسندگان
چکیده
Based on the theoretical lens of multiple commitments and prior research on electronic word-ofmouth (eWOM), this study develops a research model to investigate the antecedents of users’ continuance intention to contribute eWOM in online opinion platforms. Specially, this study investigates the mediating roles of multiple commitments namely, affective commitment, calculative commitment and normative commitment, between perceived benefits and continuance intention of eWOM contribution. The research model is tested by the data collected from 456 eWOM contributors of a famous online opinion platform in China (i.e., “dianping.com”). The results indicate that affective commitment and normative commitment are the key determinant of continuance intention to contribute eWOM in online opinion platforms. These two commitments are, in turn, influenced by extrinsic reward and self-enhancement. Surprisingly, enjoyment in helping other consumers and enjoyment in helping the company have little impact on either affective commitment or normative commitment. Implications of this study are noteworthy for both researchers and practitioners.
منابع مشابه
The effect of systems interaction possibility of electronic word of mouth advertising and E_ quality on E_ loyalty with the moderating role of decision support satisfaction
Internet revolution and ICT have changed the world and access to information and communication of the people with each other is possible more than past. In this new environment, relying on E-word of mouth communication could be a way to achieve a competitive advantage. Given the pervasive role of new technologies in Service industry as well as importance of customer loyalty in the insurance ind...
متن کاملThe Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’s Involvement
The present study aimed to investigate the effects of electronic word of mouth (e-WOM) advertising on the sports customers' purchase intention with emphasis on the mediator role of consumer’s involvement. 270 sport customers voluntarily filled out the Bambauer-Sachse and Mangold electronic word of mouth advertising (2011), McQuarrie's consumer involvement (1992) and the Diallo (2012) and Park e...
متن کاملSocial Campaigns on Online Platforms as a New Form of Public Sphere in Digital Era: A Critical Review
Nowadays with the ever-increasing growth in social media platforms and the creation of different forms of online activism, the word known as “Campaign” has become a familiar and useful term in people’s everyday lives. Campaigns with all kinds of social aims especially using Hashtags are run on social media platforms by individuals, charities, NGOs, governments, municipalities and brand companie...
متن کاملWhat drives consumers to spread electronic word of mouth in online consumer-opinion platforms
متن کامل
A Framework for Identification The Effective Factors In Accepting The Accepting The Electronic Word Of Mouth Advertising In Instagram
Nowadays, people rely mostly on the information gathered through word of mouth regarding the purchase of products of using services. On the other hand, due to the expansion of social networks among people and its daily usage in society, these advertisements are mostly published in social networks. However, not all these advertisements are accepted by the audiences. Therefore, the aim of this st...
متن کامل