کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
6854043 | 1437326 | 2018 | 9 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
هوش مصنوعی
پیش نمایش صفحه اول مقاله
چکیده انگلیسی
Electronic word-of-mouth (eWOM) social ties have been well recognized to exert influence on consumer decision making. However, the underlying mechanism through which eWOM social ties impart influence remains unclear. This study develops a moderated mediation model that incorporates perceived value to explain the effects of eWOM social ties (strong-tie and weak-tie eWOM) on purchase intentions. The research model and hypotheses are empirically test with 286 valid responses. Results reveal a double-edge” moderating role of weak-tie eWOM. Weak-tie eWOM is found to positively moderate the relationship between perceived value and purchase intentions, while it has a negative moderating effect on the relationship between strong-tie eWOM and purchase intentions. Furthermore, when weak-tie eWOM is high, there is a significant indirect effect of strong-tie eWOM on purchase intentions through perceived value, whereas the indirect effect becomes non-significant under a low level of weak-tie eWOM. These findings shed light on the influencing pathways of eWOM social ties on consumer purchase intentions, and provide some implications for theory and practice in evoking purchase intentions.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Electronic Commerce Research and Applications - Volume 28, MarchâApril 2018, Pages 54-62
Journal: Electronic Commerce Research and Applications - Volume 28, MarchâApril 2018, Pages 54-62
نویسندگان
Jian-Jun Wang, Ling-Yu Wang, Meng-Meng Wang,