Moderating Effect of Motivational Orientation on the Relationship Between Involvement and Word-of-mouth Intention: Evidence from the Internet Social Communities

摘要

With the rapid development of the Internet-based virtual communities, Internet WOM (Word Of Mouth) has played an increasing role in virtual communities, and Internet WOM based on virtual communities have drawn great concerns from theorists and practitioners. By taking the users in the virtual communities as the research object, this study probes into the inherent relationship between involvement and word-ofmouth intention through the experimental research method, and introduces the variable "motivational orientation" to construct a new model on word-ofmouth intentions on the basis of previous researches, finding that motivational orientation has a moderating role in the relationship between involvement and word-of-mouth intention.