Browse > Article
http://dx.doi.org/10.13106/jafeb.2020.vol7.no10.885

How sWOM Contribution Motivations Vary by Cosmetics and Restaurants in Vietnam  

LE, Thi Thanh Ha (Faculty of Business Administration, Ho Chi Minh City University of Food Industry)
VO, Thanh Thu (Faculty of International Business and Marketing, University of Economics Ho Chi Minh City)
Publication Information
The Journal of Asian Finance, Economics and Business / v.7, no.10, 2020 , pp. 885-896 More about this Journal
Abstract
The purpose of this study is to shed light on the driving motivations of contributing social word of mouth on social networking sites (sWOM) toward both tangible and intangible products. In order to develop a research model, this study adopts the motivation theory and TAM model. Data was collected from 904 members of the cosmetic and restaurant communities by using the snowball method. After assessing the validity of all constructs, the structural equation modeling (SEM) is used to test the proposed hypotheses. Results show that personal motivations (satisfaction, opinion leadership, self-enhancement, and economic incentives) and characteristics of sWOM (Perceived Usefulness and Ease of Use) have positive effect on exposure and engagement behaviors. Here are our specific findings, (1) customer satisfaction positively affects online interactions on SNSs such as Like or Sharing a content; (2) sWOM contribution behavior exists in two structures (Exposure and Engagement) and affects each other; (3) This study combines two groups of personal motivation and TAM to conceptualize a research model; and (4) The motivations of contributing sWOM between a specified service and product are rather similar. These findings help digital managers to understand consumers' behavioral contributions on SNSs and also provide interesting insights for marketers.
Keywords
sWOM Contribution; Opinion Leadership; Self-Enhancement; Economic Incentives; Technology Acceptance Model;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
연도 인용수 순위
1 Ananda, A. S., Hernandez-Garcia, A., Acquila-Natale, E., & Lamberti, L. (2019). What makes fashion consumers "click"? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing and Logistics, 31(2), 398-418.   DOI
2 Abernethy, A. M., Gray, J. I., & Butler, D. D. (1997). Radio advertising information strategy: Differences between services and products. Journal of Services Marketing, 11(5), 344-357.   DOI
3 Balaji, M. S., Khong, K. W., & Chong, A. Y. L. (2016). Determinants of negative word-of-mouth communication using social networking sites. Information & Management, 53(4), 528-540.   DOI
4 Becker, K., & Lee, J. W. (2019). Organizational usage of social media for corporate reputation management. Journal of Asian Finance, Economics and Business, 6(1), 231-240. http://doi.org/10.13106/jafeb.2019.vol6.no1.231   DOI
5 Belarmino, A. M., & Koh, Y. (2018). How E-WOM motivations vary by hotel review website. International Journal of Contemporary Hospitality Management, 30(8), 2730-2751.   DOI
6 Blau, P.M. (1964) Exchange and Power in Social Life. Piscataway, NJ: Transaction Publishers.
7 Bronner, F., & De Hoog, R. (2011). Vacationers and eWOM: Who posts, and why, where, and what? Journal of Travel Research, 50(1), 15-26.   DOI
8 Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing-ESIC. 22(2), 142-162.   DOI
9 Styven, M. E., & Foster, T. (2018). Who am I if you can't see me? The "self" of young travellers as driver of eWOM in social media. Journal of Tourism Futures, 4(1), 80-92.   DOI
10 Summers, J. O. (1970). The identity of women's clothing fashion opinion leaders. Journal of Marketing Research, 7(2), 178-185.   DOI
11 Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-ofmouth communications: A motivational analysis. ACR North American Advances, 25(1), 527-531
12 Sung, H. Y., Kim, J. J., & Youn, M. K. (2014). A Study upon Effects of Family Restaurant Consumption Values upon Satisfaction, Reliability and Behavioural Intentions in Korea: Focused on College Students at Metropolitan Area. Journal of Asian Finance, Economics and Business, 1(4), 29-37. https://doi.org/10.13106/jafeb.2014.vol1.no4.29.   DOI
13 Tan, W. K., & Lee, B. Y. (2019). Investigation of electronic-word-of-mouth on online social networking sites written by authors with commercial interest. Online Information Review. 43(3), 462-480.   DOI
14 Tsao, W. Y. (2019). Building the long bridge between visitors and customers through online general reviews. Online Information Review, 43(2), 201-218.   DOI
15 Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: The moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93-127.   DOI
16 Zhang, T. C., Omran, B. A., & Cobanoglu, C. (2017). Generation Y's positive and negative eWOM: Use of social media and mobile technology. International Journal of Contemporary Hospitality Management, 29(2), 732-761.   DOI
17 Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.   DOI
18 Nguyen, H. M., Dang, L. A. T., & Ngo, T. T. (2019). The Effect of Local Foods on Tourists' Recommendations and Revisit Intentions: The Case in Ho Chi Minh City, Vietnam. Journal of Asian Finance, Economics and Business, 6(3), 215-223. https://doi.org/10.13106/jafeb.2019.vol6.no3.215   DOI
19 Oliveira, B., & Casais, B. (2019). The importance of user-generated photos in restaurant selection. Journal of Hospitality and Tourism Technology, 10(1), 2-14.   DOI
20 Park, S. Y., & Kang, Y. J. (2013). What's going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers. Journal of Global Scholars of Marketing Science, 23(4), 460-472.   DOI
21 Pelletier, M. J., & Horky, A. B. (2015). Exploring the Facebook Like: A product and service perspective. Journal of Research in Interactive Marketing, 9(4), 337-354.   DOI
22 Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on Facebook. Journal of Enterprise Information Management, 27(1) 6-30   DOI
23 Rossmann, A., Ranjan, K. R., & Sugathan, P. (2016). Drivers of user engagement in eWoM communication. Journal of Services Marketing, 30(5), 541-553.   DOI
24 Ruiz-Mafe, C., Marti-Parreno, J., & Sanz-Blas, S. (2014). Key drivers of consumer loyalty to Facebook fan pages. Online Information Review, 38(3), 362-380.   DOI
25 Seol, S., Lee, H., Yu, J., & Zo, H. (2016). Continuance usage of corporate SNS pages: A communicative ecology perspective. Information & Management, 53(6), 740-751.   DOI
26 Han, J. H. (2020). The Effects of Personality Traits on Subjective Well-being and Behavioral Intention Associated with Serious Leisure Experiences. Journal of Asian Finance, Economics, and Business, 7(5), 167-176. https://doi.org/10.13106/jafeb.2020.vol7.no5.167   DOI
27 Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.   DOI
28 Jungnickel, K. (2018). New methods of measuring opinion leadership: A systematic, interdisciplinary literature analysis. International Journal of Communication, 12, 2702-2724.
29 Kim, D., Jang, S., & Adler, H. (2015). What drives cafe customers to spread eWOM?: Examining self-relevant value, quality value, and opinion leadership. International Journal of Contemporary Hospitality Management, 27(2), 261-282.   DOI
30 Kemp, Simon (2020). Digital 2020 reports. Wearesocial Blog. Retrieved July 12, 2020 from https://wearesocial.com/blog/2020/01/digital-2020-3-8-billion-people-use-social-media
31 Lee, J. W. (2017). Critical factors affecting consumer acceptance of online health communication: An application of service quality models. Journal of Asian Finance, Economics and Business, 4(3), 85-94. http://dx.doi.org/10.13106/jafeb.2017.vol4.no3.85   DOI
32 Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.   DOI
33 Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behaviour: An International Research Review, 4(5), 319-329.   DOI
34 Ma, L., Lee, C. S., & Goh, D. H. L. (2014). Understanding news sharing in social media. Online Information Review, 38(5), 598-615.   DOI
35 Casalo, L. V., Flavian, C., & Ibanez-Sanchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063   DOI
36 Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. DOI: 10.2307/249008   DOI
37 Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing. 53(10), 2213-2243.   DOI
38 Doma, S. S., Elaref, N. A., & Elnaga, M. A. (2015). Factors Affecting Electronic Word-of-Mouth on Social Networking Websites in Egypt: An Application of the Technology Acceptance Model. Journal of Internet Social Networking & Virtual Communities, 2015, a1-31.
39 Eastman, J. K., Iyer, R., Liao-Troth, S., Williams, D. F., & Griffin, M. (2014). The role of involvement on millennials' mobile technology behaviors: The moderating impact of status consumption, innovation, and opinion leadership. Journal of Marketing Theory and Practice, 22(4), 455-470   DOI
40 Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. M., & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120-128.   DOI
41 Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the Academy of Marketing Science, 24(2), 137. https://doi.org/10.1177/0092070396242004   DOI
42 Gvili, Y., & Levy, S. (2018). Consumer engagement with eWOM on social media: The role of social capital. Online Information Review. 42(4), 482-505   DOI
43 Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River, NJ: Pearson.