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The Role of Motivational Factors for Determining Attitude Towards eWOM in Social Media Context

Author

Listed:
  • Muhammad Bilal

    (School of Economics and Management, Beijing University of Posts and Telecommunications, China)

  • Zeng Jianqiu

    (School of Economics and Management, Beijing University of Posts and Telecommunications, China)

  • Umair Akram

    (Guanghua School of Management, Peking University, China)

  • Yasir Tanveer

    (Lyallpur Business School, Government College University, Faisalabad, Pakistan)

  • Muhammad Sohaib

    (School of Public Administration, Xian Jiaotong University, China)

  • Muhammad Ahsan Ali Raza

    (School of Economics and Management, Beijing University of Posts and Telecommunications, China)

Abstract

Social media channels provide a critical opportunity for sharing electronic word-of-mouth (eWOM) communication. eWOM has been considered a prominent factor in shaping consumer behavior. The purpose of this is to examine the effect of website quality, social support, emotional experience, and subjective norms on the attitude of eWOM. Furthermore, the personal interactivity role as moderator is examined. An online survey was conducted from 756 consumers in China. Structure equation modeling (SEM) was employed for data analysis by using AMOS 23. The results indicate that above-mentioned determinants positively influence on attitude and eWOM. Personal interactivity significantly moderates the relationship between attitude toward eWOM and eWOM. Perceived behavioral control (PBC) has a positive direct effect on eWOM. This study provides useful and valuable insights regarding potential determinants of eWOM in Chinese perspective. Theoretical and managerial implications are discussed.

Suggested Citation

  • Muhammad Bilal & Zeng Jianqiu & Umair Akram & Yasir Tanveer & Muhammad Sohaib & Muhammad Ahsan Ali Raza, 2020. "The Role of Motivational Factors for Determining Attitude Towards eWOM in Social Media Context," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 16(2), pages 73-91, April.
    • Handle: RePEc:igg:jeis00:v:16:y:2020:i:2:p:73-91
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    Cited by:

    1. Mohd Azhar & Ruksar Ali & Sheeba Hamid & Mohd Junaid Akhtar & Mohd Nayyer Rahman, 2022. "Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior," Future Business Journal, Springer, vol. 8(1), pages 1-16, December.

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