A mediated model of E-WOM effects towards continuous use intention of social commerce

Electronic Word of Mouth (e-WOM) plays a significant role in influencing users’ behavioural intention in social commerce (s-commerce). Research on the influence of perceived attributes of e-WOM on continuous use intention of s-commerce is limited to users’ attitudes in continuous usage of s-commerce...

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主要作者:	Noori, Atyaf Sami
格式:	Thesis
语言:	eng eng
出版:	2019
主题:	HF1-6182 Commerce HF5548.34 Mobile Commerce
在线阅读:	https://etd.uum.edu.my/8163/1/s93274_01.pdf https://etd.uum.edu.my/8163/2/s93274_02.pdf
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id	my-uum-etd.8163
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Hashim, Kamarul Faizal Mohd Yusof, Shafiz Affendi Packeer Mohamed, Shafinah Farvin
topic	HF1-6182 Commerce HF5548.34 Mobile Commerce
spellingShingle	HF1-6182 Commerce HF5548.34 Mobile Commerce Noori, Atyaf Sami A mediated model of E-WOM effects towards continuous use intention of social commerce
description	Electronic Word of Mouth (e-WOM) plays a significant role in influencing users’ behavioural intention in social commerce (s-commerce). Research on the influence of perceived attributes of e-WOM on continuous use intention of s-commerce is limited to users’ attitudes in continuous usage of s-commerce. However, other contextual factors like trust and commitment are very crucial in sustaining a seller-buyer relationship on s-commerce. Moreover, there has been fierce competition to retain customers and ensure continuous usage of s-commerce to gain competitive advantage. This study integrates Technology Acceptance Model (TAM) and Commitment-Trust Theory (CTT) to examine the relationship between perceived attributes of e-WOM, trust, commitment, and continuous use intention of s-commerce. The framework also examines the mediational effects of those factors and their relationships. This study adapts post-positivism paradigm and quantitative research method. Data was collected from 365 s-commerce users in Malaysia through online survey. The data was analysed using statistical analysis techniques and Structural Equation Modelling. The results showed that continuous use intention is significantly affected by perceived usefulness, ease of use, and enjoyment of e-WOM. It is also revealed that trust and commitment significantly affected continuous use intention. Meanwhile, perceived ease of use and perceived enjoyment are found to significantly influence trust. Furthermore, perceived enjoyment influenced commitment only. Additionally, trust significantly mediated the relationship between perceived usefulness, perceived enjoyment and continuous use intention. Lastly, commitment significantly mediated the relationships between perceived ease of use, perceived enjoyment, and continuous use intention. Theoretically, this study contributes by incorporating CTT and TAM to show the relationship for perceived attributes of e-WOM, trust, and commitment in the context of continuous use of s-commerce. Practically, it provides knowledge about the factors that are vital to businesses operating over the s-commerce platforms.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Noori, Atyaf Sami
author_facet	Noori, Atyaf Sami
author_sort	Noori, Atyaf Sami
title	A mediated model of E-WOM effects towards continuous use intention of social commerce
title_short	A mediated model of E-WOM effects towards continuous use intention of social commerce
title_full	A mediated model of E-WOM effects towards continuous use intention of social commerce
title_fullStr	A mediated model of E-WOM effects towards continuous use intention of social commerce
title_full_unstemmed	A mediated model of E-WOM effects towards continuous use intention of social commerce
title_sort	mediated model of e-wom effects towards continuous use intention of social commerce
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2019
url	https://etd.uum.edu.my/8163/1/s93274_01.pdf https://etd.uum.edu.my/8163/2/s93274_02.pdf
_version_	1747828340098596864
spelling	my-uum-etd.81632022-04-04T03:20:05Z A mediated model of E-WOM effects towards continuous use intention of social commerce 2019 Noori, Atyaf Sami Hashim, Kamarul Faizal Mohd Yusof, Shafiz Affendi Packeer Mohamed, Shafinah Farvin Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences HF1-6182 Commerce HF5548.34 Mobile Commerce Electronic Word of Mouth (e-WOM) plays a significant role in influencing users’ behavioural intention in social commerce (s-commerce). Research on the influence of perceived attributes of e-WOM on continuous use intention of s-commerce is limited to users’ attitudes in continuous usage of s-commerce. However, other contextual factors like trust and commitment are very crucial in sustaining a seller-buyer relationship on s-commerce. Moreover, there has been fierce competition to retain customers and ensure continuous usage of s-commerce to gain competitive advantage. This study integrates Technology Acceptance Model (TAM) and Commitment-Trust Theory (CTT) to examine the relationship between perceived attributes of e-WOM, trust, commitment, and continuous use intention of s-commerce. The framework also examines the mediational effects of those factors and their relationships. This study adapts post-positivism paradigm and quantitative research method. Data was collected from 365 s-commerce users in Malaysia through online survey. The data was analysed using statistical analysis techniques and Structural Equation Modelling. The results showed that continuous use intention is significantly affected by perceived usefulness, ease of use, and enjoyment of e-WOM. It is also revealed that trust and commitment significantly affected continuous use intention. Meanwhile, perceived ease of use and perceived enjoyment are found to significantly influence trust. Furthermore, perceived enjoyment influenced commitment only. Additionally, trust significantly mediated the relationship between perceived usefulness, perceived enjoyment and continuous use intention. Lastly, commitment significantly mediated the relationships between perceived ease of use, perceived enjoyment, and continuous use intention. Theoretically, this study contributes by incorporating CTT and TAM to show the relationship for perceived attributes of e-WOM, trust, and commitment in the context of continuous use of s-commerce. Practically, it provides knowledge about the factors that are vital to businesses operating over the s-commerce platforms. 2019 Thesis https://etd.uum.edu.my/8163/ https://etd.uum.edu.my/8163/1/s93274_01.pdf text eng public https://etd.uum.edu.my/8163/2/s93274_02.pdf text eng public phd doctoral Universiti Utara Malaysia Abdullateef, A. O., Iwu, C. G., Kareem, O., & Manzuma-Ndaaba, N. M. (2015). Determining customer continuous online usage intention in the airline industry. 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A mediated model of E-WOM effects towards continuous use intention of social commerce

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