Trust of eWOM on Social Networking Sites from Perspectives of eWOM Senders′ Characteristics

JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2017, Vol. 19 ›› Issue (5): 13-20.

Trust of eWOM on Social Networking Sites from Perspectives of eWOM Senders′ Characteristics

Business School, Hunan University, Changsha 410082, China

Received:2017-02-11 Online:2017-10-31

Abstract

Abstract: Curiosity is introduced to be a moderator variable to explore the impacting mechanism of electronic word of mouth (eWOM) sender′s characteristics on trust of eWOM Smart PLS software is applied to analyze the data from questionnaire The empirical results show that eWOM senders′ capacities of information transmission and task attraction have positive effects on trust of eWOM through a cognition path Social attraction and relationship strength have positive effects on trust of eWOM based on emotions, while appearance attraction has no effect on trust of eWOM through that way It is also found that social networking services (SNS) users focus on different stimuli of SNSs, depending on their levels of deprivation-type curiosity (DC) and interest-type curiosity (IC)Capacity of the eWOM sender and task attraction has a stronger impact on trust of eWOM when receiver′s DC is higher; social attraction has a weaker impact on trust of eWOM when receiver′s IC is higher, while relationship strength has a steadfast impact on trust of eWOM

Key words: eWOM senders&prime, characteristics, trust of eWOM, curiosity, social network

CLC Number:

LI Ping，LIU Lin，WANG Wen-jin. Trust of eWOM on Social Networking Sites from Perspectives of eWOM Senders′ Characteristics[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2017, 19(5): 13-20.

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