Editor-in-chief

Prof. Paul Sudnik

Munich University of Applied Sciences, Germany

As the Editor-in-Chief of IJSSH, I invite you to contribute your scholarly work to our esteemed publication. The journal publishes papers which focus on the advanced researches in the field of all aspects of social science and humanity. I'll endeavour to make this journal grow better and hopefully it will become a recognized journal among researchers and scholars in related fields.

Home > Archive > 2011 > Volume 1 Number 1 (May 2011)
IJSSH 2011 Vol.1(1): 74-79 ISSN:2010-3646
DOI: 10.7763/IJSSH.2011.V1.13

Factors Influencing eWOM Effects: Using Experience, Credibility, and Susceptibility

Cheol Park, Yao Wang, Ying Yao, and You Rie Kang

Abstract—Electronic Word-of-mouth(eWOM) is important information affecting consumers’ online buying. This study examined factors influencing eWOM effects in China. We developed a structural model of eWOM effects including customer susceptibility to interpersonal influence (CSII), using experience of eWOM , perceived eWOM credibility, and eWOM effects. As results of 209 survey data analysis, CSII influences using experience of eWOM , perceived eWOM credibility, and the eWOM effects, and using experience of eWOM influences perceived eWOM credibility and eWOM effects, and perceived eWOM credibility influences eWOM effects. Implication of the study and further research are suggested

Index Terms—eWOM effect; Using experience of eWOM; Perceived eWOM credibility

Cheol Park is with the School of Business Administration, Korea University, Sejong, 339-700, Korea(phone: +82-19-520-2281; fax:+82-41-860-1507; e-mail: cpark@ korea.ac.kr).
Yao Wang, Ying Yao, and Yu Rir Kang are with Dept. of Digital Management, Korea University, Seoul, Korea.

[PDF]

Cite: Cheol Park, Yao Wang, Ying Yao, and You Rie Kang, "Factors Influencing eWOM Effects: Using Experience, Credibility, and Susceptibility," International Journal of Social Science and Humanity vol. 1, no. 1, pp. 74-79, 2011.

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