Abstract
Based on expectation disconfirmation theory, this study analyzes how attitudes (satisfaction and loyalty) influence interaction intention (sWOM) and, consequently, active and passive sWOM behavior. It does so by assessing the mediating role of social presence on sWOM intention and behavior. The empirical results provide several contributions. First, knowing how to increase active sWOM contributes to bridging the gap regarding how to enhance interactions between users. Second, fostering active sWOM on social commerce websites will provide companies with more positive user-generated content, since this active sWOM comes from satisfied and loyal users, and it is assumed that they will rate the product positively and report a good experience. Third, companies can benefit more from users if users interact with other users by sharing their experiences. This study sheds light on how social presence can mediate the relationship between intention and behavior, particularly when it comes to increasing active participation and brand promotion.
Highlights
In social commerce, platform users can make purchases, share experiences, recommend and rate products, or become informed from information generated by the company and by other users [1,2]
The study supports the usage of expectation disconfirmation theory [14,15] as a way of analyzing post-purchase behaviors [66,67], and introduces sWOM intention and active and passive sWOM behavior as part of the model in order to show that the process of people confirming or disconfirming their beliefs is expressed as sWOM behavior
Not all of those who report sWOM intention actively participate on the social commerce website
Summary
Platform users can make purchases, share experiences, recommend and rate products, or become informed from information generated by the company and by other users [1,2]. Inherent to this environment, the concept of eWOM turns into sWOM (word-of-mouth in social commerce) to highlight the role of social presence [3], that is, the perception of socialization enabled through social commerce tools such as recommendations and referrals, ratings and reviews, and forums and virtual communities [4,5]. Not all satisfied and loyal consumers who have intention to actively participate on the website do this Based on this concern, this research investigates why some satisfied consumers show an active sWOM behavior while others show a passive behavior
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