Exploring The Machanism Of EWOM Adoption From Social Media And E-Commerce Sites: The Role Of Social Construct And Product Related Risks

Abstract

Despite the increasing popularity of eWOM, limited research exists on the interplay between the adoption of SM-eWOM and EC-eWOM. To fill this gap, this paper proposes a conceptual model grounded on the Stimulus-Organism-Response theory, Cognitive cost theory, and Elaboration Likelihood Model. This research aims to investigate the interactive adoption process of electronic word of mouth (eWOM) on social media (SM-eWOM) and e-commerce websites (EC-eWOM), and the effect of social cues and tie strength in this process. Through a sample of 395 respondents in Ho Chi Minh, the study employs PLS-SEM to examine the proposed conceptual model. Results suggest that perceived usefulness and credibility of SM-eWOM exert positive influences on SM eWOM adoption but exert negative influences on EC-eWOM adoption. SM-eWOM adoption also negatively influences EC-eWOM adoption and acts as a mediator between perceptions of SM-eWOM and EC-eWOM adoption. The moderator role of product related risks in this process is also discussed. This research contributes to theoretical comprehension of the adoption process of eWOM in the setting of social commerce, by adding the consideration of consumers with the simultaneous access to SM-eWOM and EC-eWOM. The paper also explores how the findings can be applied to businesses and suggests directions for future scholars.