Influential Factors of Recommendation Behaviour in Social Network Sites - An Empirical Analysis
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fulltext etc.
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no fulltext attached
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versione breve
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This paper analyzes influential factors of recommendation behaviour
in social network sites (SNSs). Extant research on both SNSs and
electronic word of mouth (eWOM) has given insufficient attention to
SNSs as a potential eWOM channel. Considering the specificities of
SNSs, this paper distinguishes implicit and explicit recommendation
behaviour. Drawing upon research on eWOM, SNSs, and knowledge
exchange, influential factors of implicit and explicit
recommendation behaviour are identified. A theoretical model
explaining why SNS users (do not) engage in implicit and explicit
recommendation behaviour is developed. Structural equation modeling
(SEM) is used for hypothesis testing. Data was collected via an
online survey from 832 SNS users. The empirical results show a
positive impact of reciprocity on both implicit and explicit
recommendation behaviour, a negative impact of fear of producing
spam on implicit recommendation behaviour, and a positive impact of
both implicit recommendation behaviour and the perceived value of
the recommended product on explicit recommendation behaviour
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tipo
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papier de conférence (English)
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parole chiave
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Social network sites, Social media, Web 2.0, Electronic word of mouth (eWOM), Recommendation behaviour
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nome della conferenza
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19th European Conference on Information Systems (ECIS 2011)
(Helsinki, Finland)
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data della conferenza
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9-6-2011
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pagine
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12
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review
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double-blind review
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citation
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Ebermann, J., Stanoevska-Slabeva, K., & Wozniak, T. (2011).
Influential Factors of Recommendation Behaviour in Social Network
Sites - An Empirical Analysis. In , pp.12.
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