The Effect of Message Valence on e-WoM Spread: A Moderated Mediation Analysis

Abstract

This study aims to examine the effect of e-WoM message on the intention level of consumers to spread the word to other consumers in the presence of a moderated mediation interaction effect between risk perception and uncertainty avoidance levels of consumers. An experimental design was implemented, and the manipulated experimental condition was e-WoM message represented in two levels, negative and positive. The results indicate that, compared to negative ones, positive e-WoM messages lead to higher intention to share the message with other consumers. However, in the presence of perceived risk, the positive direct effect of positive messages turns into a negative indirect effect when perceived risk mediates this relationship. Moreover, this negative indirect effect stabilizes with the uncertainty avoidance moderated relationship between e-WoM message and perceived risk. In the light of these findings, a two levels e-WoM communication strategy was proposed to maximize the benefits of positive customer feedbacks: Construction of a strong pool of positive e-WoM messages generated by existing satisfied customers and the use of negative framing in the marketing communication messages targeted to prospect customers.

Untitled

“…That is, the more frequent social interaction, the lower PR from SC. This is because the feedback and opinions from the community members can diminish users' uncertainties and risk perception level about information evaluation purchase decision (Sozer, 2019). On the other hand, SMI has no impact on trust in SC because trust by social interaction in the community insufficiently implies a sense of trust in SC (Chiu et al, 2018).…”

“…Therefore, an empirical illustration of this study is focused on the social commerce in Taiwan. Prior studies, additionally, point out many factors influence consumer behavior on social media, but prior studies point out community users place more emphasis on social interactivity (Hajli, 2018;Liang et al, 2011;Park et al, 2014;Shanmugam et al, 2016;Sozer, 2019), information credibility (Hajli, 2018;Hajli et al, 2014;Li & Suh, 2015), security issues (Afshan & Sharif, 2016;Gefen et al, 2003;Pantano & Di Pietro, 2012), social identification (Carvalho & Fernandes, 2018;Pai & Tsai, 2011;Tidwell, 2005;Wu & Li, 2018), and a buyer's perceived past negative experience (PPNE) (Pavlou & Gefen, 2005). The present study, in consequence, considers the five factors (social media interactivity, perceived information credibility, perceived security, social identification, and PPNE as environmental stimuli influencing trust and risk perception level of buyers in social commerce.…”

Community Buyers’ Affective Reactions in Social Commerce: Stimuli and Response

“…As mentioned above, social interaction can promote communication among community members and further lead to a reduction in risk perception level. Through social interaction, for example, community users provide their feedback and share their opinions with other users to obtain required information and further diminish the uncertainties and PR level about purchase decisions (Sozer, 2019). In the social commerce context, therefore, SMI may be viewed as an antecedent of PR from SC, and then the hypothesis is proposed as follows:…”

“…Therefore, an empirical illustration of this study is focused on the social commerce in Taiwan. Prior studies, additionally, point out many factors influence consumer behavior on social media, but prior studies point out community users place more emphasis on social interactivity (Hajli, 2018;Liang et al, 2011;Park et al, 2014;Shanmugam et al, 2016;Sozer, 2019), information credibility (Hajli, 2018;Hajli et al, 2014;Li & Suh, 2015), security issues (Afshan & Sharif, 2016;Gefen et al, 2003;Pantano & Di Pietro, 2012), social identification (Carvalho & Fernandes, 2018;Pai & Tsai, 2011;Tidwell, 2005;Wu & Li, 2018), and a buyer's perceived past negative experience (PPNE) (Pavlou & Gefen, 2005). The present study, in consequence, considers the five factors (social media interactivity, perceived information credibility, perceived security, social identification, and PPNE as environmental stimuli influencing trust and risk perception level of buyers in social commerce.…”

Uncertainty Reduction Strategies on Share in Jar Skincare’s Purchase Intention

“…), active strategy (information seeking with the involvement of others or third parties who knowledgeable about the target), and interactive strategy (direct interaction between the information seeker and the target). This theory, initially addressing direct face-to-face communication, can also be used in the digital sphere through social media, blogs, or online forums (Sozer, 2019). In addition, this theory, which was initially limited to interpersonal communication, has now been increasingly used in other studies.…”