Abstract
E-commerce offers an opportunity on web renounced in internet marketing, and the consumers’ communication behavior has changed, which has taken the place of word of mouth (WOM). This study investigated consumers’ motivational involvement in electronic word of mouth for online information adoption mediated by writers, motivations. Using a sample of 390 active Chinese internet users, it revealed that social tie and perceived risk are essential factors that influence consumers’ behavior, occur unpleasant consequences, and the possibility of uncertainties during the decision making process. Online retailers should emphasize perceived risk mitigation enable to provide a quick response on the websites. Practitioners need to understand consumer behavior in the online shopping system for the expansion of the online marketplace to product varieties, online advertising, retail strategies, and market segmentation. Organizations should train their service provides to timely response, concentrate on monitoring the aspects of consumers’ reviews, on creating choices among groups and individuals, which can improve the organization’s business performance.
Highlights
With the emergence of internet technology from past decades, our lifestyles have altered considerably
Consumers rely on online information provided by others, which may credible to adopt, may profoundly influence their behavior, subjective norms, beliefs, intention, and attitude
The current study focused on reader’s motivations that involve in online communities, such as experience, prior knowledge, perceived risk, and information need, in response to electronic word of mouth (eWOM) information adoption, mediated by writer’s motivations, such as a social tie, involvement, information credibility, information quality, and information usefulness
Summary
With the emergence of internet technology from past decades, our lifestyles have altered considerably. The number of internet users is increasing rapidly, among 77.16 billion World’s population, 45.36 billion internet users were estimated in June 2019. E-commerce offers an opportunity in web renounced in internet marketing, and global e-retail sales are projected to reach 27 trillion U.S dollars by 2020 in terms of online shopping (Cheung and Lee, 2012; Internet and Statistics, 2018). It is essential for practitioners and companies to understand consumers, behavior in the online shopping system for the expansion of the online marketplace to product varieties, online advertising, retail strategies, and market segmentation. Before the emergence of the internet technology, people share or obtain information from known individuals about product or service before decision making, which played an essential role in shaping consumers’ behavior, called word
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