How Does Existing SWOM Information Affect Members’ Willingness to Spread SWOM? A Stimulus-Organism-Response Theory Perspective

Posted: 12 Feb 2020

See all articles by Xusen Cheng

Xusen Cheng

Renmin University of China

Daisy Gu

Tsinghua University, School of Economics & Management, Students

Xin Luo

University of New Mexico - Robert O. Anderson Schools of Management

Date Written: January 16, 2020

Abstract

A plethora of research has investigated what drives consumers to spread SWOM (social word-of-mouth) in the social commerce community. However, few researchers explored the impact of the existing SWOM on members’ intention to propagate SWOM. On the basis of Stimulus-Organism-Response paradigm, this study proposes a model to explore the effects of SWOM characteristics (i.e. source credibility and information quality) as the environmental stimuli on members’ community-related internal states (i.e. psychological reactance to SWOM, perceived social risk and attachment to the social commerce community) and subsequently their behavioral responses (i.e. positive and negative SWOM intention). Using data collected from 1,152 social commerce apps users, we found that both source credibility and information quality of the SWOM could affect members’ three internal states and subsequently influence their positive and negative SWOM intentions. We also investigate the moderating effect of the member characteristic in the social commerce community (i.e. perceptual homophily) on the effects of members’ internal states on their SWOM intentions. The findings of this paper could help social commerce app builders better design and regulate the social commerce communities.

Suggested Citation

Cheng, Xusen and Gu, Daisy and Luo, Xin, How Does Existing SWOM Information Affect Members’ Willingness to Spread SWOM? A Stimulus-Organism-Response Theory Perspective (January 16, 2020). Available at SSRN: https://ssrn.com/abstract=3521303

Xusen Cheng (Contact Author)

Renmin University of China ( email )

59, Zhongguancun South Street
Haidian District
Beijing, Beijing 100872
China

Daisy Gu

Tsinghua University, School of Economics & Management, Students ( email )

Beijing
China

Xin Luo

University of New Mexico - Robert O. Anderson Schools of Management ( email )

Albuquerque, NM 87131
United States

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