The influence of opinion leadership on social commerce word-of-mouth behavior
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Abstract
This research aimed to examine the influence of consumer attitudes on intention, which affects participation and socialization, utilizing the Expectancy Disconfirmation Theory to study the impact on electronic word-of-mouth communication through opinion leader behaviors. The study employed convenience sampling with 234 respondents, and Structural Equation Modeling (SEM) was used for hypothesis testing.
The main findings found that 1) Satisfaction positively affects users' eWOM behavior in social commerce contexts (ß = 0.311, p <0.000); 2) Perceived enjoyment positively affects users' eWOM behavior in social commerce contexts (ß = 0.221, p < 0.007); 3) Satisfaction positively affects users' social connection intention in social commerce contexts (ß =0.324, p < 0.000); 4) Perceived enjoyment positively affects users' social connection intention in social commerce contexts (ß = 0.414, p < 0.000); 5) Satisfaction positively affects users' social intercom commerce contexts (ß = 0.369, p < 0.000); 6) Perceived enjoyment positively affects users' social intercom commerce contexts (ß = 0.265, p < 0.003); 7) Users' social connection increases opinion leadership intention (ß = 0.170, p < 0.041); 8) Users' social community increases opinion leadership intention (ß = 0.185, p < 0.030); 9) Guest with a higher opinion leadership tendency is with higher concern to eWOM behavior on SNSs (ß = 0.274, p < 0.000).
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