WHOS LEADING CHINA?S E-COMMERCE INDUSTRY? THE ANTECEDENTS AND CONSEQUENCES OF E-WOM FOCUSING ON ONE PERSON MEDIA

摘要

The study explores the antecedents and the consequences of e-WOM focusing on one person media, Wanghong which is a new form of one-person media in the China?s e-commerce market. The study was carried out by classifying the factors that has impacts on the e-WOM of one-person media to the characteristics of Wanghong (trust and attractiveness), and the characteristics of content made by Wanghong (flow and usefulness). The study conducted a structural equation model to find out the impact of antecedents on the e-WOM of one person media, and also the impact of the e-WOM on the intention to purchase. The study has taken a look on the relationship through the Structural Equation Model after conducting a survey on 308 Chinese consumers. The results indicate that all four characteristics have positive impacts on e-WOM of one person media. In the end, it was concluded that the e-WOM has positive impacts on the intention to purchase.