Influence processes to e-WOM adoption on social media

摘要

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.