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Understanding How Chinese Consumers Engage in Electronic Word-of-Mouth Communication (eWOM) on Social Media: A Comparison Study Between Opinion Leaders and Non-Opinion Leaders

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  • Yuan Wang

    (The University of Maryland, College Park, USA)

Abstract

Examining a sample of 510 Chinese movie consumers, this study found that social benefits, utilitarian, venting negative feelings, and entertainment are the main reasons that motivate consumers to engage in eWOM activities. In addition, though social media offers consumers an equal access to participate in eWOM communication, people with higher opinion leadership can make better use of ICTs. They showed stronger trust on eWOM information, more willing to seek for and contribute eWOM content, and gratifying more from participating in eWOM activities on social media.

Suggested Citation

  • Yuan Wang, 2020. "Understanding How Chinese Consumers Engage in Electronic Word-of-Mouth Communication (eWOM) on Social Media: A Comparison Study Between Opinion Leaders and Non-Opinion Leaders," International Journal of Cyber Behavior, Psychology and Learning (IJCBPL), IGI Global, vol. 10(2), pages 31-42, April.
    • Handle: RePEc:igg:jcbpl0:v:10:y:2020:i:2:p:31-42
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