How non-economic motivations affect electronic word-of-mouth: evidence from Chinese social media. (2018)

• Record Type: Journal Article
• Authors: Sohaib, Muhammad; Hui, Peng; Akram, Umair; Akram, Zubair; Bilal, Muhammad
• Is Part Of: International journal of information systems and change management. Volume 10:Number 4(2018)
• Page Start: 311
• Page End: 332
• Publication Date: 2018
• Subjects: electronic word-of-mouth -- e-WOM -- technology acceptance model -- TAM -- theory of planned behaviour -- TPB -- non-economic motivations -- social media -- China -- altruism -- reputation -- reciprocity -- information systems; Information resources management -- Periodicals; Organizational change -- Management -- Periodicals; 658.4038011
• Languages: English
• ISSNs: 1479-3121

Abstract

This study investigated the effects of non-economic motivations and attitude on electronic word-of-mouth (e-WOM), as well as whether the technology acceptance model (TAM) moderated e-WOM in a social media context. The study's empirical model is based upon the theory of planned behaviour (TPB). The results indicated that altruism, reputation, reciprocity, and attitude have positive impacts on e-WOM. The findings also revealed that TAM has a significant positive impact upon the relationship between attitude and e-WOM. This research has implications, relevant to scholars and managers, which indicate that practitioners should encourage altruistic customers to write positive online reviews. Non-economic rewards, such as appreciation and free upgrades, provide motivation.