Motivations to engage in word-of-mouth behavior on social network sites

Pin Luarn, Peng Huang, Yu Ping Chiu*, I. Jen Chen

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

11 引文 斯高帕斯(Scopus)

摘要

The main objective of this study was to enhance the understanding of users’ motivation to engage in word-of-mouth behavior on social network sites. This study conducted a hierarchical regression analysis to examine the motivations of social and personal constructs that may influence users’ engagement in word-of-mouth. The results posited that not only social constructs (tie strength, expressiveness, social enhancement, relationship management, normative influence, and informational influence), but also personal constructs (altruism, narcissism, image building, and achievement) positively affect users’ engagement in word-of-mouth. These findings can provide useful implications for theory in relation to the motives to disseminate word-of-mouth, and be a useful resource and reference for marketing practice.

原文英語
頁(從 - 到)1253-1265
頁數13
期刊Information Development
32
發行號4
DOIs
出版狀態已發佈 - 2016 9月 1
對外發佈

ASJC Scopus subject areas

  • 圖書館與資訊科學

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