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Attachment styles and electronic word of mouth (e-WOM) adoption on social networking sites

Author

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  • Park, Min-Sook
  • Shin, Jong-Kuk
  • Ju, Yong

Abstract

It becomes more and more important for marketers to understand why individuals adopt electronic word-of-mouth (e-WOM) on social networking sites. This paper aims to understand the social networking sites users e-WOM adoption based on the attachment theory. Attachment avoidance, attachment anxiety, and their interaction effects are tested to understand the direct effect on e-WOM adoption. Moreover, the mediating effect of self-surveillance and social surveillance between attachment styles and e-WOM adoption has also evaluated. The results indicated that attachment avoidance has an adverse effect on e-WOM adoption; attachment anxiety and the interactive effect have a positive effect on e-WOM adoption. Self-surveillance and social surveillance have a mediating effect between two attachment dimensions (avoidance and anxiety) and e-WOM adoption, and the interaction of anxiety and avoidance mediated by social surveillance.

Suggested Citation

  • Park, Min-Sook & Shin, Jong-Kuk & Ju, Yong, 2019. "Attachment styles and electronic word of mouth (e-WOM) adoption on social networking sites," Journal of Business Research, Elsevier, vol. 99(C), pages 398-404.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:398-404
    DOI: 10.1016/j.jbusres.2017.09.020
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    References listed on IDEAS

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    Cited by:

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    4. Mengmeng Wang & Wenjie Yang, 2021. "What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the C," Sustainability, MDPI, vol. 13(23), pages 1-22, November.
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