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首页> 外文期刊>European Journal of Business and Management >Consumers’ Factors on eWOM Diffusion in Social Networking Services (SNS)
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Consumers’ Factors on eWOM Diffusion in Social Networking Services (SNS)

机译：消费者在社交网络服务（SNS）中eWOM扩散的因素

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摘要

This present study seeks to uncover personal factors of social networking services (SNS) users’ on eWOM diffusion in SNS through review of previous studies. This paper also aims to build a conceptual theory based on these findings and create a path for further studies and empirical research in the future. Literature from technology acceptance fields and social sciences were examined on eWOM diffusion via four levels of self-factors in individuals. The issues of level of trust, personal eWom experience, and self-efficacy are discussed in the prediction of eWOM, while different personalities are predicted to have different outcomes in eWOM diffusion. The insights of personal factors influence in eWOM would enhance consumers’ ability to understand further how to navigate positive and negative perspectives of personal factors and act to use this discovery to assist own decision making.
机译：本研究旨在通过回顾以往的研究来揭示社交网络服务（SNS）用户在eWOM在SNS中传播的个人因素。本文还旨在基于这些发现构建概念理论，并为将来的进一步研究和实证研究创造一条道路。通过四个方面的个人因素，研究了技术接受领域和社会科学领域的文献关于eWOM扩散的问题。信任水平，个人eWom经验和自我效能感等问题在eWOM的预测中进行了讨论，而不同的人格在eWOM的传播中具有不同的结果。个人因素影响eWOM的见解将增强消费者的能力，使他们进一步了解如何浏览个人因素的正面和负面观点，并采取行动利用这一发现来协助自己做出决策。

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