Social media or online shopping websites: Will/how platforms influence eWOM effectiveness

IF 5.9 3区管理学 Q1 BUSINESS Electronic Commerce Research and Applications Pub Date : 2024-01-19 DOI:10.1016/j.elerap.2024.101358

Yue Ni , Qiqi Cheng

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Abstract

This article investigates how the message topics of electronic word of mouth (eWOM) (feasibility vs. desirability) and platforms with varying psychological distances contribute to the eWOM effect. Within the framework of the construal level theory, we examine the moderating role of the platforms (social media vs. online shopping websites) on the suggested eWOM message → perceived credibility → perceived diagnosticity → eWOM effect relationship. The results from a randomized online experiment with a sample of 316 participants (Mean age = 29.44, SD = 8.94, Range = [18, 70], 219 females) reveal that for readers of eWOM on social media, feasibility-oriented eWOM has a greater effect than desirability-oriented eWOM; while for readers of eWOM on online shopping websites, there is no significant difference between the impacts of the two types of eWOM messages. These findings provide support for the moderating effect of platforms on this relationship. Specifically, the effect of feasibility-oriented eWOM is more pronounced for readers on social media compared to that on online shopping websites, whereas the effect of desirability-oriented eWOM is similar for readers on online shopping websites and social media. These findings have implications for marketing strategies involving eWOM and offer insights into the effects of platforms, construal level theory, and the Elaboration Likelihood Model of information adoption.

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社交媒体或在线购物网站：平台是否/如何影响网络口碑的效果

本文研究了电子口碑（eWOM）的信息主题（可行性与可取性）和具有不同心理距离的平台是如何促成电子口碑效应的。在构念水平理论的框架下，我们研究了平台（社交媒体与在线购物网站）对电子口碑信息→感知可信度→感知诊断性→电子口碑效应关系的调节作用。通过对 316 名参与者（平均年龄 = 29.44 岁，标准差 = 8.94，范围 = [18，70]，219 名女性）进行随机在线实验得出的结果显示，对于社交媒体上的网络口碑读者来说，以可行性为导向的网络口碑比以可取性为导向的网络口碑的影响更大，而对于在线购物网站上的网络口碑读者来说，两种类型的网络口碑信息的影响没有显著差异。这些发现为平台对这一关系的调节作用提供了支持。具体来说，以可行性为导向的网络口碑对社交媒体上的读者的影响比对在线购物网站上的读者的影响更明显，而以可取性为导向的网络口碑对在线购物网站和社交媒体上的读者的影响相似。这些研究结果对涉及网络口碑的营销策略具有启示意义，并为信息采纳的平台效应、构解水平理论和阐释可能性模型提供了见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.