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首页> 外文期刊>Journal of advances in management research >Influence of eWOM information on consumers' behavioral intentions in mobile social networks: Evidence of Iran
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Influence of eWOM information on consumers' behavioral intentions in mobile social networks: Evidence of Iran

机译：eWOM信息对移动社交网络中消费者行为意图的影响：伊朗的证据

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Purpose - Today, consumers play an active role in creating, generating and distributing the electronic word of mouth (eWOM) independent of marketers. Customer acquisition through referrals and word of mouth (WOM) has thus become an important goal for firms. In addition, mobile social networks have created valuable opportunities for eWOM. People are now able to discuss products and services of brands with their friends and acquaintances. The purpose of this paper is to examine the influence of eWOM information on consumers' behavioral intentions in mobile social networks. Design/methodology/approach - This study employed the information adoption model (IAM), theory of reasoned action and social exchange theory to investigate the influence of eWOM information on consumers' behavioral intentions in mobile social networks. The study used 394 respondents to evaluate the proposed model using SmartPLS software. Findings - Results show that the quality and credibility of eWOM information has a positive direct effect on perceived information usefulness. Attitude toward eWOM information mediates the influence of perceived information usefulness on information adoption. Also, attitude toward eWOM information has a significant positive influence on behavioral intentions, such as purchase intention and forwarding of eWOM information. However, information adoption does not have any significant relationship with the forwarding of eWOM information. Research limitations/implications - This study seeks to address the dearth of research in the field of mobile social networks, especially regarding eWOM information. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping-stone for future research in this field. Practical implications - This research is one of the first studies focusing on the influence of eWOM information, especially in mobile social networks. The research offers comprehensive and empirically validated factors pertaining to eWOM information in mobile social networks. The results of this study may be useful also for practitioners and managers of online companies. Originality/value - A new eWOM IAM in mobile social networks is proposed based on information characteristics and consumer behavior. The model is validated afterward.
机译：目的-如今，消费者在独立于营销人员的电子口碑（eWOM）的创建，生成和分发中扮演着积极的角色。因此，通过推荐和口口相传（WOM）赢得客户已成为公司的重要目标。此外，移动社交网络为eWOM创造了宝贵的机会。人们现在可以与他们的朋友和熟人讨论品牌的产品和服务。本文的目的是研究eWOM信息对移动社交网络中消费者行为意图的影响。设计/方法/方法-这项研究采用信息采用模型（IAM），理性行为理论和社会交换理论来研究eWOM信息对移动社交网络中消费者行为意图的影响。该研究使用394名受访者使用SmartPLS软件评估了提议的模型。调查结果-结果表明，eWOM信息的质量和可信度对感知的信息有用性具有积极的直接影响。对eWOM信息的态度介导了感知到的信息有用性对信息采用的影响。而且，对eWOM信息的态度对行为意图（例如购买意图和eWOM信息的转发）具有重大的积极影响。但是，信息采用与eWOM信息的转发没有任何重要关系。研究局限性/含义-本研究旨在解决移动社交网络领域研究的不足，尤其是在eWOM信息方面。该研究提出了一个新模型，并从经验上验证了假设的关系。这项研究可以作为该领域未来研究的垫脚石。实际意义-这项研究是针对eWOM信息（尤其是在移动社交网络中）的影响的首批研究之一。该研究提供了与移动社交网络中的eWOM信息有关的全面且经过经验验证的因素。这项研究的结果可能对在线公司的从业者和经理也很有用。原创性/价值-基于信息特征和消费者行为，提出了一种新的移动社交网络中的eWOM IAM。随后验证模型。

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