Does social climate influence positive eWOM?A study of heavy-users of online communities

  1. Carla Ruiz-Mafe 1
  2. Enrique Bigne-Alcañiz 1
  3. Silvia Sanz-Blas 1
  4. Jose Tronch 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Business Research Quarterly

ISSN: 2340-9444 2340-9436

Año de publicación: 2018

Volumen: 21

Número: 1

Páginas: 26-38

Tipo: Artículo

DOI: 10.1016/J.BRQ.2017.12.001 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Business Research Quarterly

Resumen

Este documento proporciona una comprensión más profunda del papel de las influencias sociales en el comportamiento positivo de eWOM (PeWOM) de los usuarios habituales de las comunidades en línea. Basándonos en el marco de utilidad de interacción social, el marketing grupal y las teorías de aprendizaje social, desarrollamos y probamos un modelo de investigación que integra las interacciones entre el clima social de un sitio web y las influencias interpersonales en PeWOM. Se seleccionaron 262 usuarios españoles de comunidades en línea y los datos se analizaron utilizando modelos parciales de ecuaciones de mínimos cuadrados. En general, el modelo explica el 59% de la varianza de PeWOM en las comunidades en línea. Los hallazgos revelan que la interacción con otros miembros de la comunidad en línea (Presencia social) es el principal predictor de PeWOM. La identidad social es un mediador entre la presencia social y PeWOM. La influencia interpersonal tiene un papel importante como variable moderadora.

Información de financiación

This work was supported by the Ministry of Economy (Spain) under Grant ECO2014-53837R.

Financiadores

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