How Does Existing SWOM Information Affect Members’ Willingness to Spread SWOM? A Stimulus-Organism-Response Theory Perspective
Posted: 12 Feb 2020
Date Written: January 16, 2020
A plethora of research has investigated what drives consumers to spread SWOM (social word-of-mouth) in the social commerce community. However, few researchers explored the impact of the existing SWOM on members’ intention to propagate SWOM. On the basis of Stimulus-Organism-Response paradigm, this study proposes a model to explore the effects of SWOM characteristics (i.e. source credibility and information quality) as the environmental stimuli on members’ community-related internal states (i.e. psychological reactance to SWOM, perceived social risk and attachment to the social commerce community) and subsequently their behavioral responses (i.e. positive and negative SWOM intention). Using data collected from 1,152 social commerce apps users, we found that both source credibility and information quality of the SWOM could affect members’ three internal states and subsequently influence their positive and negative SWOM intentions. We also investigate the moderating effect of the member characteristic in the social commerce community (i.e. perceptual homophily) on the effects of members’ internal states on their SWOM intentions. The findings of this paper could help social commerce app builders better design and regulate the social commerce communities.
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