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