How non-economic motivations affect electronic word-of-mouth: evidence from Chinese social media
by Muhammad Sohaib; Peng Hui; Umair Akram; Zubair Akram; Muhammad Bilal
International Journal of Information Systems and Change Management (IJISCM), Vol. 10, No. 4, 2018

Abstract: This study investigated the effects of non-economic motivations and attitude on electronic word-of-mouth (e-WOM), as well as whether the technology acceptance model (TAM) moderated e-WOM in a social media context. The study's empirical model is based upon the theory of planned behaviour (TPB). The results indicated that altruism, reputation, reciprocity, and attitude have positive impacts on e-WOM. The findings also revealed that TAM has a significant positive impact upon the relationship between attitude and e-WOM. This research has implications, relevant to scholars and managers, which indicate that practitioners should encourage altruistic customers to write positive online reviews. Non-economic rewards, such as appreciation and free upgrades, provide motivation.

Online publication date: Mon, 18-Mar-2019

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