The Impacting Of EWOM Sender's Characteristics On Ewom Adoption In Social Networking Sites

With the development of Internet,consumers and market participants through a series of network channels to share information at everywhere.Social network is not only a communication network,but also allows marketers to establish strong relationship with consumers.It is an important way of network marketing.Social network make consumers mutual exchange of information,ideas and opinions.That ideas were called Ewom.Therefore,Ewom of social network has very meaningful impact on consumer behavior.In recent years,scholars have carried on the research to the adoption of Ewom and the effective influence of Ewom,including key elements of the Ewom adopted.Moreover,most previous research only from the cognitive approach to examine the role of Ewom.This study propose an integrated model which is grounded on Stimulus-Organism-Response(S-O-R)model to examine how Ewom sender's characteristics affect Ewom adopt,especially the capacities and attraction of Ewom sender.We take both cognitive trust and affective trust into consideration.In addition,curiosity is introduced as a moderator variable to explore the impacting mechanism of affective trust and cognitive trust on Ewom adopt.A survey is used to test our proposed research model and hypothese.We deliver a total 600 questionnaires to people who are active users in social internet and 457 valid questionnaires are collected.Strucure Equation Modeling and SmartPLS 3.0 are adopted to test the model.Results indicate that sender's experience,dynamism and task attraction have positive effects on cognitive trust.sender's dynamism,Social attraction and appearance attraction have positive effects on affective trust.Both cognitive trust and affective trust can increase Ewom adopt.The effectiveness size of affective trust is greater than cognitive trust.In addition,cognitive trust has a larger impact on Ewom adoption when consumers' deprivation-type curiosity is higher compared to low.Affective trust has a larger impact on Ewom adoption when consumers'interest-type curiosity is higher compared to low.In this paper,we aimed at examining how Ewom sender's characteristics affect adoption of Ewom.Finally,in the social network,we find the emotional response from potential consumers ' social contacting will produce a great influence on adoption of Ewom.Our findings can not only make a contribution to theoretical development,but also provide some guidance for retailers to carry out a better management strategy of Ewom in the context of social internet.