The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM

Abstract

Scholars around the world have studied electronic word of mouth (eWOM) heavily in the past decade. However, despite extensive knowledge of the effect of eWOM on consumer behavior, there is still a lack of understanding of how the eWOM source shapes those behaviors. There are many sources of eWOM, the influence of which may have different outcomes when it comes to consumers’ purchase intentions. Moreover, most studies have measured social tie strengths (strong/weak) as one variable. Weak-tie eWOM (W-tie) and strong-tie eWOM (S-tie) are always studied in contrast to each other. The versus characteristics of these two constructs have been considered in almost all studies; however, they may work together via different mechanisms. This study split social ties into two separate constructs, W-tie and S-tie, while adding another source of eWOM (celebrities eWOM), and investigated how W-tie moderated the effect of S-tie and celebrity eWOM on purchase intention, as well as the mediation effect of perceived value/perceived enjoyment on purchase intention. A total of 726 valid responses were analyzed using SPSS and AMOS. The results showed that all direct relationships in the model were supported. Moreover, perceived value mediated only the effect of celebrity eWOM on purchase intentions and did not successfully convey the effect of S-tie on purchase intentions. On the other hand, perceived enjoyment mediated both relationships. W-tie did not moderate the relationship between S-tie and perceived value, perceived enjoyment, or purchase intention. In contrast, W-tie moderated the positive relationship of celebrity eWOM with perceived value, perceived enjoyment, and purchase intention, while it also moderated the positive relationship of perceived value and perceived enjoyment with purchase intention. This research illuminates how different eWOM sources and social ties on social media platforms affect purchase intentions.