Apprehending Inspirational Persuasion Factors for Intention to use eWOM by Highlighting Mediation of Attitude towards eWOM: A Case of Social Network Sites

Despite the eWOM's mass expediency and its severity on decision making, attitude interceding part in explaining potential antecedents of eWOM usage by keeping motivation, belief and attitude as organized intellectual procedure have been specifically weathered by very few studies in social network sites perspective. In lieu to this, current study aimed to explicate the intention to use eWOM during online anonymous purchases by inspirational persuasion factors for eWOM mentioned on social network sites with the help of mediation in light of theory of reasoned action (TRA). It further expands the Technology Acceptance Model (TAM) to propose hypothetical model in order to explain the Pakistani clients' consideration for eWOM to accept and make appropriate intention of its use in order to cope up with emerging online shopping trend. Knowledge sharing motivation, perceived usefulness, perceived ease- of-use, trust and persuasive eWOM messages has been used as antecedent of intention to use eWOM. Data were collected with structured adapted questionnaire from 439 respondents through survey. PLS-SEM techniques have been used through smart PLS 3 for testing the measurement and structural model. Intention to use eWOM in Pakistan was significantly affected by perceived usefulness, perceived ease-of-use, trust and persuasive eWOM messages but knowledge sharing motivation (KSM) was insignificant to intention to use eWOM. Psychographic factor like attitude towards eWOM was found as significant mediator among perceived usefulness, trust, persuasive eWOM messages and outcome. The study contributes towards the better apprehension about the reliance on eWOM usage while making unseen online purchases in true letter and spirit for the growth of emerging online shopping concept in developing country like Pakistan.