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Why do people speak about products online? The role of opinion leadership

Title
Why do people speak about products online? The role of opinion leadership
Authors
Chai S.Choi B.Kim M.Cheng T.C.E.
Ewha Authors
채상미
SCOPUS Author ID
채상미scopus
Issue Date
2023
Journal Title
Information Technology and Management
ISSN
1385-951XJCR Link
Citation
Information Technology and Management vol. 24, no. 1, pp. 1 - 17
Keywords
e-WOMExtrinsic motivationIntrinsic motivationOpinion leadershipSocial networking services
Publisher
Springer
Indexed
SSCI; SCOPUS scopus
Document Type
Article
Abstract
In an online social networking services (SNS) community, a group of users that have great influence on the other users are called opinion leaders. They have received much research attention because they are capable of influencing other people’s purchasing behaviors. In this research, we investigate various motivational factors that influence SNS users’ electronic word-of-mouth (e-WOM) intention. In addition, we examine the role of opinion leadership in e-WOM intention. By using survey methodology approach based on prior research, we collected data from 405 SNS users in the U.S. This research utilized the partial least squares technique for analysing empirical data. We find that intrinsic motivational factors embracing altruism, self-efficacy, and self-expression universally influence SNS users’ e-WOM intention regardless of opinion leadership. However, extrinsic motivational factors comprising economic rewards, reputation feedback, and social ties only influence SNS users’ e-WOM intention through opinion leadership. This research fills a gap in the literatures by establishing a comprehensive research framework including intrinsic and extinct driving forces on E-WOM intention. It emphasizes the significance of opinion leadership in the context of SNS users’ purchasing behaviour. This study constructs a research model to discern the differences in the magnitude of impact between intrinsic and extrinsic motivational factors on e-WOM intention via opinion leadership. Our results confirm that both intrinsic and extrinsic motivations positively affect SNS users’ perceived opinion leadership. Our research findings imply that firms need to strengthen their efforts in fostering users’ perceived opinion leadership to utilize e-WOM in SNS community if they want to use extrinsic motivational factors to promote e-WOM behavior. © 2022, The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature.
DOI
10.1007/s10799-022-00359-7
Appears in Collections:
경영대학 > 경영학전공 > Journal papers
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