The Study Of Social Factor’s Influences On Consumers’ EWOM Motivation And Willingness On E-commerce Website

With the rapid development of E-commerce,online shopping has become one of the most popular consumption patterns.As consumers cannot reach and feel the commodities in the network environment.Thus they need the help of electronic word of mouth(eWOM)to make decisions.At the same time,with the development and popularity of social media,eWOM from social media also has a significant impact in consumers’decisions.The eWOM both have a significant impact on consumers’ behavior and willingness.It also have an impact on the subsequent consumers’behavior,as the social interaction becomes more and more important.Now the traditional e-commerce websites begin to strengthening the site’s social features in order to enhance its user stickiness.A large number of studies have analyzed that consumers’ social interaction has a positive effect on consumers’ eWOM behavior as the number of product reviews has increased.But few research focus on its’ original formation mechanism including consumers’ eWOM motivation and willingness.This paper will first study the social factor’s influence on consumers’ eWOM motivation and willingness,and then study the difference between the social factor’s influences on consumers’ eWOM motivation.This research addresses the two following questions:1.whether is the the social factor has a positive effect on consumers’ eWOM motivation and willingness or not?2.Is there any difference between the social factor’s influences on consumers’ different eWOM motivation?The conclusion shows that the the social factor has a positive effect on consumers’ eWOM motivation and the social factor has a positive effect on consumers’ eWOM willingness too.In addition,the study finds the difference between the social factor’s influences on consumers’ different eWOM motivation.