S-WOM in WeChat and KakaoTalk: Impacts of E-S-QUAL in Mobile Social Platforms

摘要

S-WOM refers to consumer electronic word-of-mouth on mobile social media sites . S-WOM enables consumers to share information at a time and place that are convenient for them, notionally making consumers feel comfortable about sharing their experiences and opinions. Thus, we aim to explore how service quality of mobile apps (E-S-QUAL) facilitates the S-WOM in the two mobile social platforms, and to compare the disparity of its effects on S-WOM model between the WeChat and KakaoTalk. By employing the multi group structural equation modeling, KakaoTalk and WeChat users are willing to distribute S-WOM in their social media platforms based on the facilitation of efficiency and system availability of mobile apps. Interestingly, privacy is of interest in KakaoTalk users while fulfillment for WeChat users. It suggests the practical and theoretical implication of S-WOM model by using E-S-QUAL perceptive.