The mediated effect of social presence on social commerce WOM behavior

Herrando C. (Universidad de Zaragoza) ; Jiménez-Martínez J. (Universidad de Zaragoza) ; Martín-De Hoyos M.J. (Universidad de Zaragoza)

Resumen: Based on expectation disconfirmation theory, this study analyzes how attitudes (satisfaction and loyalty) influence interaction intention (sWOM) and, consequently, active and passive sWOM behavior. It does so by assessing the mediating role of social presence on sWOM intention and behavior. The empirical results provide several contributions. First, knowing how to increase active sWOM contributes to bridging the gap regarding how to enhance interactions between users. Second, fostering active sWOM on social commerce websites will provide companies with more positive user-generated content, since this active sWOM comes from satisfied and loyal users, and it is assumed that they will rate the product positively and report a good experience. Third, companies can benefit more from users if users interact with other users by sharing their experiences. This study sheds light on how social presence can mediate the relationship between intention and behavior, particularly when it comes to increasing active participation and brand promotion. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.

Idioma: Inglés

DOI: 10.3390/info12120498

Año: 2021

Publicado en: Information (Switzerland) 12, 12 (2021), 498 [15 pp]
ISSN: 2078-2489

Factor impacto CITESCORE: 4.2 - Computer Science (Q2)

Factor impacto SCIMAGO: 0.624 - Information Systems (Q2)

Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)