"Inspirational Factors of Electronic Word of Mouth: A case of socia networking sites"

Noor ul Hadi; Ishtiaq Ahmed Malik

Abstract:

The aim of the current study is to examine the impact of perceived ease of use of eWOM, knowledge sharing motivation and perceived usefulness of eWOM on intention to use eWOM for making online purchases. Upon theory of reasoned action and technology acceptance model the study hypothesized that attitude towards eWOMfor online purchase mediates the relationshp between inspirational factors and intention to use eWOM. To test the hypothsized relationships data was collected from social network sites users conveniently. 272 valid respondents were analyzed via SPSS. Preacher and Hayes PROCESS macro was used for the purpose of testing mediation. Results showed that all inspirational factors had significant effect on intention to use eWOM. Moreover, attitude towardseWOM was also found to be a significant mediator between perceived ease of use of eWOM, knowledge sharing motivation and perceived usefulness of eWOM, and intention to use eWOM for making online purchases.

research from:

• Foundation University - Faculty of Management Sciences

Year:

2020

Type of Publication:

Article

Journal:

Journal of Managerial Sciences

Volume:

13

Number:

2

Pages:

254-265

Month:

9