Understanding the Effects of Internet Usage Behavior on eWOM

Abstract

Drawing on consumer socialization theory, this research investigates the impact of egoism, sense of belonging, and internet usage on young Chinese consumers' electronic word of mouth (eWOM). Normative and informative internet mediates the relationship between internet usage and eWOM. Furthermore, the role of TAM factors was explored in the structured model. A total of 876 Chinese consumers participated in the online survey. Structure equation modeling was adopted in the data analysis stage. The findings suggest that egoism, sense of belonging, and internet usage have positive influences on electronic word of mouth. Two factors of TAM (perceived usefulness and perceived ease of use) significantly moderates the relationship between egoism, sense of belonging, and e-WOM. Finally, informative and normative internet significantly mediates the relationship between internet usage and e-WOM. This study provides deeper understanding of young Chinese consumers' internet usage behavior. Implications for academicians and managers are discussed.