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What Drives Electronic Word of Mouth and Purchase in Social Commerce?

What Drives Electronic Word of Mouth and Purchase in Social Commerce?

Youngkeun Choi
Copyright: © 2020 |Volume: 12 |Issue: 4 |Pages: 14
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781799805885|DOI: 10.4018/IJESMA.2020100105
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MLA

Choi, Youngkeun. "What Drives Electronic Word of Mouth and Purchase in Social Commerce?." IJESMA vol.12, no.4 2020: pp.71-84. http://doi.org/10.4018/IJESMA.2020100105

APA

Choi, Y. (2020). What Drives Electronic Word of Mouth and Purchase in Social Commerce?. International Journal of E-Services and Mobile Applications (IJESMA), 12(4), 71-84. http://doi.org/10.4018/IJESMA.2020100105

Chicago

Choi, Youngkeun. "What Drives Electronic Word of Mouth and Purchase in Social Commerce?," International Journal of E-Services and Mobile Applications (IJESMA) 12, no.4: 71-84. http://doi.org/10.4018/IJESMA.2020100105

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Abstract

The purpose of this study is to develop and verify the research model to examine the antecedents of electronic word of mouth on social commerce, which influences consumer purchase intentions. In the results, first, the attitude toward the electronic word of mouth, subjective norm, and perceived behavioral control increases the electronic word of the consumer. Second, a consumer's electronic word of mouth increases his or her purchase intention. Finally, attitude toward the electronic word of mouth and perceived behavioral control among the pioneers of the electronic word of mouth of the consumer increases his or her purchase intention through the electronic word of mouth. This study is the first one to contribute to the study of social commerce by giving scholarly attention to electronic word of mouth. This study provides new ways to stimulate consumer purchase intention.

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