Abstract:

The theories in trust and value co-creation are used to analyze how electronic word-of-mouth (eWOM) affects purchase intention in social network sites (SNSs) First of all, the research results of trust, value co-creation, and eWOM in the previous studies are summarized, from which, the key factors are identified Further, the social communication framework is used to build an integrative model to explain how these factors interact with each other The analysis provides an empirical ground for future research on the relationship between value co-creation and purchase intention within the SNS environment Practitioners can also gain a deeper understanding on SNS-based customer relationship management

Key words: social network, electronic word-of-mouth, value co-creation, purchase intention；customer