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Understanding the Effects of Internet Usage Behavior on eWOM

Author

Listed:
  • Muhammad Bilal

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

  • Zeng Jianqiu

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

  • Umair Akram

    (Guanghua School of Management, Peking University, Beijing, China)

  • Yasir Tanveer

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

  • Taiba Sardar

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

  • Hassan Rasool

    (Department of Business Studies, Pakistan Institute of Develpment Economics, Pakistan)

Abstract

Drawing on consumer socialization theory, this research investigates the impact of egoism, sense of belonging, and internet usage on young Chinese consumers' electronic word of mouth (eWOM). Normative and informative internet mediates the relationship between internet usage and eWOM. Furthermore, the role of TAM factors was explored in the structured model. A total of 876 Chinese consumers participated in the online survey. Structure equation modeling was adopted in the data analysis stage. The findings suggest that egoism, sense of belonging, and internet usage have positive influences on electronic word of mouth. Two factors of TAM (perceived usefulness and perceived ease of use) significantly moderates the relationship between egoism, sense of belonging, and e-WOM. Finally, informative and normative internet significantly mediates the relationship between internet usage and e-WOM. This study provides deeper understanding of young Chinese consumers' internet usage behavior. Implications for academicians and managers are discussed.

Suggested Citation

  • Muhammad Bilal & Zeng Jianqiu & Umair Akram & Yasir Tanveer & Taiba Sardar & Hassan Rasool, 2020. "Understanding the Effects of Internet Usage Behavior on eWOM," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 12(3), pages 93-113, July.
    • Handle: RePEc:igg:jisss0:v:12:y:2020:i:3:p:93-113
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    Cited by:

    1. Affifa Sardar & Amir Manzoor & Khurram Adeel Shaikh & Liaqat Ali, 2021. "An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption," SAGE Open, , vol. 11(4), pages 21582440211, October.

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