An exploratory study of the motives engaged in the dissemination of social word-of-mouth via mobile device

Pin Luarn, Yu Ping Chiu, Jen Chieh Yang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Citations (Scopus)

Abstract

Based on the observed difference in the timing of publishing word-of-mouth, this study attempts to clarify whether there are differences in motivation between word-of-mouth publishes from a computer and from a mobile device. In this study, we use exploratory factor analysis and find the motivation to disseminate word-of-mouth by mobile devices are divided to five dimensions: personal, social, consumption-based, perceptual and monetary conditions. This research further concludes that, social, perceptual and consumption-based conditions are more influential on sWOM dissemination. The findings of this study provide useful implications of the motives to disseminate social word-of-mouth via mobile device and can be further extended to be references and suggestions for the marketing practitioners.

Original languageEnglish
Title of host publicationProceedings of the 47th Annual Hawaii International Conference on System Sciences, HICSS 2014
PublisherIEEE Computer Society
Pages1033-1042
Number of pages10
ISBN (Print)9781479925049
DOIs
Publication statusPublished - 2014
Externally publishedYes
Event47th Hawaii International Conference on System Sciences, HICSS 2014 - Waikoloa, HI, United States
Duration: 2014 Jan 62014 Jan 9

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Conference

Conference47th Hawaii International Conference on System Sciences, HICSS 2014
Country/TerritoryUnited States
CityWaikoloa, HI
Period2014/01/062014/01/09

Keywords

  • Dissemination
  • Mobile device
  • Motive
  • Social word-of-mouth

ASJC Scopus subject areas

  • Engineering(all)

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