With the ubiquity of the Internet and the popularity of Web2.0,social commerce has been quickly emerging and drastically developing as a new form of e-commerce.The popularity and growth of social commerce can be attributed to shopping experience and product information sharing via social media which has provided new sources for social interactions and user contributions through communities and social networks.In the face of market competition in social commerce,electronic word-of-mouth (eWOM) communication becomes increasingly essential in shaping consumers' attitudes and behaviors.The noteworthy influence of eWOM communication among practitioners has recently inspired a number of research streams,engendering important insights into the effectiveness of eWOM communication,its effects and its antecedents.But prior research has largely focused on the characteristics of eWOM information including volume,length,rating,and positive/negative statement,as well as the characteristics of eWOM sender including the identity and expertise.However,there is scant study that investigates the role of argument strength and source dynamism of eWOM.Moreover,one notable common feature of previous studies is that they emphasize the effects of eWOM on an individual cognitive perspective.Participation in social commerce may hinge on social interaction and entertainment value,affective response is also a critical factor that influences consumers' purchasing intention.In addition,compared with expertise,involvement and big five personality of eWOM receiver in preceding studies,curiosity is a stronger motivational drive for human exploratory behavior in social commerce,it can be an important moderator that explains how affective response and cognitive response affect consumers' purchasing intention.Curiosity should be considered as a major focus.In order to bridge this gap,we propose an integrated model which is grounded on Stimulus-Organism-Response (S-O-R) model and Elaboration Likelihood Model (ELM) to examine how argument quality and source credibility of eWOM affect consumers' purchasing intention,especially the impacts of argument strength and source dynamism.We take both cognitive response and affective response into consideration.In addition,we further explore the mediating effect of affective response and the moderating effect of curiosity.A survey is used to test our proposed research model and hypotheses.We deliver a total of 700 questionnaires to college students who are active users in social commerce and 631 valid questionnaires are collected,with a response rate of 90.1％.Structural equation modeling and SmartPLS 2.0 are adopted and statistical test shows that all the scales in the questionnaire suggest sufficient reliability and construct validity.Results indicate that argument valence and source dynamism have positive effects on consumers' affective response.Argument strength,source competence,source trustworthiness,and source dynamism are positive related to consumers' cognitive response.Both affective response and cognitive response can increase consumers' purchasing intention significantly.The effectiveness size of affective response is greater than cognitive response.In addition,affective response partially mediates the effect of cognitive response on consumers' purchasing intention.Furthermore,affective response has a larger impact on purchasing intention when consumers' interest-type curiosity is higher compared to when interest-type curiosity is low.Cognitive response has a larger impact on purchasing intention when consumers' deprivation-type curiosity is higher compared to when deprivation-type curiosity is low.In summary,our findings can not only make a contribution to theoretical development,but also provide some guidance for retailers to carry out a better management strategy of eWOM in the context of social commerce.%本文基于“刺激-有机体-反应”(Stimulus-Organism-Response,S-O-R)模型和精细加工可能性模型(Elaboration Likelihood Model,ELM),考察了社会化商务中网络口碑的论据质量和信息源可靠性对消费者购买意向的影响,尤其是论据强度和信息源活跃度的作用,并挖掘了认知反应,特别是情感反应在该过程中扮演的重要角色,以及“兴趣型-好奇心”和“绩效型-好奇心”分别对情感反应和认知反应与消费者购买意关系的调节作用.通过问卷调查收集631份有效数据,采用结构方程进行分析.结果显示,论据效价和信息源活跃度显著增强消费者的情感反应,论据强度、信息源能力、信息源可信度和信息源活跃度显著增强消费者的认知反应.消费者的购买意向受情感反应和认知反应的共同影响,且在认知反应与购买意向的关系中,情感反应起部分中介作用.同时,“兴趣型-好奇心”和“绩效型-好奇心”分别正向调节情感反应和认知反应与消费者购买意向的关系.
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