Electronic word-of-mouth contribution continuance in online opinion platforms : The role of multiple commitments

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review

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Author(s)

  • Xiao-Ling Jin
  • Li Xiang
  • Christy M.K. Cheung
  • Zhongyun Zhou
  • Ding-Tao Zhao

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationPACIS 2010 - 14th Pacific Asia Conference on Information Systems
Pages1564-1571
Publication statusPublished - 2010

Conference

Title14th Pacific Asia Conference on Information Systems, PACIS 2010
PlaceTaiwan
CityTaipei
Period9 - 12 July 2010

Abstract

Based on the theoretical lens of multiple commitments and prior research on electronic word-ofmouth (eWOM), this study develops a research model to investigate the antecedents of users' continuance intention to contribute eWOM in online opinion platforms. Specially, this study investigates the mediating roles of multiple commitments namely, affective commitment, calculative commitment and normative commitment, between perceived benefits and continuance intention of eWOM contribution. The research model is tested by the data collected from 456 eWOM contributors of a famous online opinion platform in China (i.e., "dianping.com"). The results indicate that affective commitment and normative commitment are the key determinant of continuance intention to contribute eWOM in online opinion platforms. These two commitments are, in turn, influenced by extrinsic reward and self-enhancement. Surprisingly, enjoyment in helping other consumers and enjoyment in helping the company have little impact on either affective commitment or normative commitment. Implications of this study are noteworthy for both researchers and practitioners.

Research Area(s)

  • Affective commitment, Calculative commitment, Continuance intention, Electronic word of mouth, Normative commitment, Online opinion platforms

Citation Format(s)

Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments. / Jin, Xiao-Ling; Xiang, Li; Lee, Matthew K.O. et al.
PACIS 2010 - 14th Pacific Asia Conference on Information Systems. 2010. p. 1564-1571.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with host publication)peer-review