A Study of the Antecedents of e-WOM in Social Commerce Platform

The purpose of this study is to show how electronic word of mouth attracts users and drives purchases. By presenting the concept of electronic word of mouth in a variety of ways that provide different experiences, the author develops a model that explores the effects that explain the antecedents of electronic word of mouth and consumers' intention to purchase in social commerce. For this, this study surveys 352 consumers using social commerce in Korea and analyzes the data using AMOS 24. In the results, first, argument quality, source credibility, source attractiveness, and source perception increase the electronic word of the consumer. Second, consumer electronic word of mouth increases his or her purchase intention. Finally, argument quality and source perception origin among the pioneers of the electronic word-of-mouth of the consumer increases his or her purchase intention through the electronic word of mouth. This study is the first one to investigate the reciprocal engagement characterized by electronic word of mouth.