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Influence processes to e-WOM adoption on social media

机译：影响过程对社交媒体上的E-WOM

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Nowadays, with the emergence of social commerce, shoppers are more likely to share their thoughts about the quality of goods or services, and shopping experience concerned as electronic word of mouth (e-WOM). Drawing on elaboration likelihood model, this research verifies how central and peripheral cues as well as tie strength between a sender and a recipient influence to e-WOM adoption in social media context. The results from analysis of 295 respondents reveals that argument quality, source credibility corresponding with the degree of involvement, cognitive level and tie strength have positive impact on attitude toward e-WOM which turns into adoption behavior.
机译：如今，随着社会商业的出现，购物者更有可能分享他们对商品或服务质量的思考，以及关注的购物经验作为嘴巴的电子话语（E-Wom）。借鉴阐述似然模型，这项研究验证了中枢和外围线索如何以及发件人和收件人对社交媒体背景中的e-wom采用之间的领带实力。分析295名受访者的结果表明，与参与程度，认知水平和领带强度相对应的源信誉对对E-WOM的态度产生积极影响，转向采用行为。

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