Understanding the Effects of Internet Usage Behavior on eWOM

被引:12
作者
Bilal, Muhammad [1 ]
Zeng Jianqiu [1 ]
Akram, Umair [2 ]
Tanveer, Yasir [3 ]
Sardar, Taiba [1 ]
Rasool, Hassan [4 ]
机构
[1] Beijing Univ Posts & Telecommun, Sch Econ & Management, Beijing, Peoples R China
[2] Peking Univ, Guanghua Sch Management, Beijing, Peoples R China
[3] Govt Coll Univ Faisalabad, Lyallpur Business Sch, Faisalabad, Pakistan
[4] Pakistan Inst Develpment Econ, Dept Business Studies, Islamabad, Islamabad Capit, Pakistan
关键词
Consumer Socialization; Egoism; Electronic Word-of-Mouth (eWOM); Informative Internet; Internet Usage; Normative Internet; Sense of Belonging; Technology Acceptance; WORD-OF-MOUTH; TECHNOLOGY ACCEPTANCE MODEL; SOCIAL NETWORKING SITES; CONSUMER SOCIALIZATION; KNOWLEDGE CONTRIBUTION; PURCHASE INTENTIONS; MEDIA; COMMUNICATION; ADOLESCENTS; CONTINUANCE;
D O I
10.4018/IJISSS.2020070106
中图分类号
TP [自动化技术、计算机技术];
学科分类号
0812 ;
摘要
Drawing on consumer socialization theory, this research investigates the impact of egoism, sense of belonging, and internet usage on young Chinese consumers' electronic word of mouth (eWOM). Normative and informative internet mediates the relationship between internet usage and eWOM. Furthermore, the role of TAM factors was explored in the structured model. A total of 876 Chinese consumers participated in the online survey. Structure equation modeling was adopted in the data analysis stage. The findings suggest that egoism, sense of belonging, and internet usage have positive influences on electronic word of mouth. Two factors of TAM (perceived usefulness and perceived ease of use) significantly moderates the relationship between egoism, sense of belonging, and e-WOM. Finally, informative and normative internet significantly mediates the relationship between internet usage and e-WOM. This study provides deeper understanding of young Chinese consumers' internet usage behavior. Implications for academicians and managers are discussed.
引用
收藏
页码:93 / 113
页数:21
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