Global Advanced Research Journal of Management and Business Studies (ISSN: 2315-5086) September 2015 Vol. 4(8), pp 308-324

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Original Research Articles

Why We Go Shopping Online Together? Exploring the Antecedents and Consequences of eWOM in the Social Commerce Network

Fan-Chuan Tseng

National University of Tainan, Department of Business Management, National University of Tainan,33, Sec. 2, Shu-lin Street, Tainan, Taiwan, R.O.C., E-mail:

Accepted 06 September 2015


The rise of social networking communities has affected not only the interpersonal relationships but also the transactions between sellers and consumers. More consumers are attracted to the engagement in social commerce networks to collect potential recommendations or useful product information before they make a purchase decision. The purpose of this study is to explore factors that influence electronic word-of-mouth (eWOM) communication in the new social medium by focusing on three social capital variables: relational ties, interpersonal trust, and reciprocity, which are related to eWOM behavior in the social commerce network. In addition, this study proposes important concepts regarding consumers’ experiential value, as well as their perceptions of risk, to examine the effects of eWOM on participation intention. Results of this study demonstrate that individuals’ perception of interpersonal trust and reciprocity has significant influence on eWOM-seeking behavior. Furthermore, eWOM is proven to reduce consumers’ risk concern of e-commerce, and exert significantly positive influence to increase their experiential value. The theoretical and practical implications as well as the research limitations of this study are discussed to enhance the development of social commerce network.

Keywords: Social Commerce Network, Electronic Word-of-Mouth, Social Capital, Experiential Value, Perceived Risk.

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