Effects of social interaction factors on a consumers' eWOM motivation and intention in e-commerce websites

doi:10.16511/j.cnki.qhdxxb.2018.25.036

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Abstract Social interaction factors affect consumer eWOM behavior and can promote product sales and improve the services of e-commerce websites. This study analyzed 6 kinds of eWOM motivating factors including entertainment, self-enhancement, communication and sharing, supporting or punishing merchants, improving service and economic incentives. A questionnaire was designed to study the relationships among these social interaction factors, the eWOM motivation and the eWOM intention of e-commerce websites. The results show that social interaction factors positively affect eWOM motivation and positively affect eWOM intention. This study provides an empirical basis for describing and predicting consumer online behavior with suggestions for the design and operation of e-commerce websites and review systems.

Keywords social interaction factors eWOM motivation intention e-commerce websites

Issue Date: 19 September 2018

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	ZHANG Lin
	YAN Qiang
	LIU Yi

Cite this article:

ZHANG Lin,YAN Qiang,LIU Yi. Effects of social interaction factors on a consumers' eWOM motivation and intention in e-commerce websites[J]. Journal of Tsinghua University(Science and Technology), 2018, 58(9): 808-813.

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http://jst.tsinghuajournals.com/EN/10.16511/j.cnki.qhdxxb.2018.25.036 OR http://jst.tsinghuajournals.com/EN/Y2018/V58/I9/808

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