TY - GEN
T1 - An exploratory study of the motives engaged in the dissemination of social word-of-mouth via mobile device
AU - Luarn, Pin
AU - Chiu, Yu Ping
AU - Yang, Jen Chieh
PY - 2014
Y1 - 2014
N2 - 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.
AB - 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.
KW - Dissemination
KW - Mobile device
KW - Motive
KW - Social word-of-mouth
UR - http://www.scopus.com/inward/record.url?scp=84902298586&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84902298586&partnerID=8YFLogxK
U2 - 10.1109/HICSS.2014.135
DO - 10.1109/HICSS.2014.135
M3 - Conference contribution
AN - SCOPUS:84902298586
SN - 9781479925049
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 1033
EP - 1042
BT - Proceedings of the 47th Annual Hawaii International Conference on System Sciences, HICSS 2014
PB - IEEE Computer Society
T2 - 47th Hawaii International Conference on System Sciences, HICSS 2014
Y2 - 6 January 2014 through 9 January 2014
ER -