Title: How non-economic motivations affect electronic word-of-mouth: evidence from Chinese social media

Authors: Muhammad Sohaib; Peng Hui; Umair Akram; Zubair Akram; Muhammad Bilal

Addresses: School of Economics and Management, Beijing University of Posts and Telecommunications, No. 10, Xitucheng Road, Haidian District, Beijing, 100876, China ' School of Economics and Management, Beijing University of Posts and Telecommunications, No. 10, Xitucheng Road, Haidian District, Beijing, 100876, China ' Guanghua School of Management, Peking University, No. 5, Yiheyuan Road, Haidian District, Beijing 100871, China ' School of Management and Economics, Beijing Institute of Technology, 5 South Zhongguancun Street, Haidian District, 100081, China ' School of Economics and Management, Beijing University of Posts and Telecommunications, No. 10, Xitucheng Road, Haidian District, Beijing, 100876, China

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.

Keywords: electronic word-of-mouth; e-WOM; technology acceptance model; TAM; theory of planned behaviour; TPB; non-economic motivations; social media; China; altruism; reputation; reciprocity; information systems.

DOI: 10.1504/IJISCM.2018.098392

International Journal of Information Systems and Change Management, 2018 Vol.10 No.4, pp.311 - 332

Received: 22 Jun 2018
Accepted: 04 Nov 2018
Published online: 18 Mar 2019 *

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