کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7414754 1481851 2018 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Does social climate influence positive eWOM? A study of heavy-users of online communities.
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری حسابداری
پیش نمایش صفحه اول مقاله
Does social climate influence positive eWOM? A study of heavy-users of online communities.
چکیده انگلیسی
This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presence) is the main predictor of PeWOM. Social Identity is a mediator between Social Presence and PeWOM. Interpersonal Influence has an important role as a moderator variable; the greater the impact of Interpersonal Influence, the stronger the relationship between Social Presence and PeWOM.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: BRQ Business Research Quarterly - Volume 21, Issue 1, January–March 2018, Pages 26-38
نویسندگان
, , , ,