IDEAS home Printed from https://ideas.repec.org/a/igg/jisss0/v12y2020i3p93-113.html
   My bibliography  Save this article

Understanding the Effects of Internet Usage Behavior on eWOM

Author

Listed:
  • Muhammad Bilal

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)

  • Zeng Jianqiu

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)

  • Umair Akram

    (Guanghua School of Management, Peking University, Beijing, China)

  • Yasir Tanveer

    (Lyallpur Business School, Government College University Faisalabad, Pakistan)

  • Taiba Sardar

    (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)

  • Hassan Rasool

    (Department of Business Studies, Pakistan Institute of Develpment Economics, Pakistan)

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.

Suggested Citation

  • Muhammad Bilal & Zeng Jianqiu & Umair Akram & Yasir Tanveer & Taiba Sardar & Hassan Rasool, 2020. "Understanding the Effects of Internet Usage Behavior on eWOM," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 12(3), pages 93-113, July.
    • Handle: RePEc:igg:jisss0:v:12:y:2020:i:3:p:93-113
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJISSS.2020070106
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Affifa Sardar & Amir Manzoor & Khurram Adeel Shaikh & Liaqat Ali, 2021. "An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption," SAGE Open, , vol. 11(4), pages 21582440211, October.
    2. Bilal, Muhammad & Zhang, Yunfeng & Cai, Shukai & Akram, Umair & Halibas, Alrence, 2024. "Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jisss0:v:12:y:2020:i:3:p:93-113. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.