Exploring the antecedents of “deep” eWOM providing behaviour in mobile shopping: a multi-country study

IF 4.9 3区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Information Technology & People Pub Date : 2023-10-18 DOI:10.1108/itp-06-2022-0439
Sunil Sahadev, Sean Chung, Mustafeed Zaman, Indria Handoko, Tan Vo-Thanh, Nguyen Phong Nguyen, Rajeev Kumra
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Abstract

Purpose The study aims to look at deep eWOM providing behaviour in m-commerce and attempts to explore its antecedents. Personalisation is proposed as an indirect antecedent of deep eWOM providing behaviour mediated by hedonic and utilitarian value perceptions and personal identification. Design/methodology/approach Based on social-exchange theory, the conceptual model links the study antecedents to deep eWOM providing behaviour. The conceptual model was validated through a multi-country study. A large sample of m-commerce users in the UK ( n = 505), India ( n = 422) and Vietnam ( n = 618) were contacted to collect the data. Data were analysed through structural equations modelling procedure with invariance analysis conducted to ensure that the results from the three samples could be compared. The authors also conducted post-hoc analysis to explore the mediation paths between variables. Findings The study finds support to the conceptual model across the samples from the three countries. Personalisation is found to increase value perceptions – both utilitarian and hedonic – and personal identification which leads to “deep” eWOM providing behaviour across all the three countries. The serial mediation also provides comparable results across the three countries. Originality/value The study contributes to the understanding of deep eWOM providing behaviour – a construct with high practical relevance which has however not been explored sufficiently in current literature. The study also contributes to the literature that analyses the consequences of personalisation in m-commerce.
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探索移动购物中“深度”eom提供行为的前提:一项多国研究
本研究旨在研究移动商务中eom的深层提供行为,并试图探索其前因。个性化被认为是由享乐主义和功利主义价值感知以及个人认同介导的深层eom提供行为的间接前提。概念模型以社会交换理论为基础,将研究前因与深层eom提供行为联系起来。该概念模型通过多国研究得到了验证。为了收集数据,我们联系了英国(505)、印度(422)和越南(618)的大量移动商务用户样本。通过结构方程建模程序对数据进行分析,并进行不变性分析,以确保三个样本的结果可以进行比较。作者还进行了事后分析,探索变量之间的中介路径。研究发现,来自三个国家的样本支持概念模型。研究发现,在这三个国家,个性化可以增加价值感知——包括功利主义和享乐主义——以及个人认同感,从而导致“深度”的eom提供行为。串行调解也提供了三个国家之间可比较的结果。原创性/价值本研究有助于理解深层eom提供行为,这是一个具有高度实际意义的结构,但在当前文献中尚未得到充分探讨。该研究还为分析移动商务中个性化后果的文献做出了贡献。
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来源期刊
Information Technology & People
Information Technology & People INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
8.20
自引率
13.60%
发文量
121
期刊介绍: Information Technology & People publishes work that is dedicated to understanding the implications of information technology as a tool, resource and format for people in their daily work in organizations. Impact on performance is part of this, since it is essential to the well being of employees and organizations alike. Contributions to the journal include case studies, comparative theory, and quantitative research, as well as inquiries into systems development methods and practice.
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