A study of antecedents influencing eWOM for online lecture website: Personal interactivity as moderator

Continuance Usage Intention toward E-Payment during the COVID-19 Pandemic from the Financial Sustainable Development Perspective Using Perceived Usefulness and Electronic Word of Mouth as Mediators

Digital transformation is essential to financial sustainable development. Since the beginning of 2020, the whole world has been under the influence of the COVID-19 pandemic, which has accelerated the pace of financial digitization. According to the perceived usefulness of the technology acceptance model (TAM) and the perceived seriousness of the health belief model (HBM), this study developed and explored the theoretical framework of consumers’ continuance usage intention toward e-payment. A questionnaire survey was conducted to explore this continuance usage intention among consumers who have used e-payment in Taiwan during the COVID-19 pandemic, with a total of 387 valid samples. The overall model was analyzed by structural equation modeling (SEM). The empirical results showed that the security, perceived seriousness, and perceived usefulness of e-payment significantly affect electronic word of mouth (eWOM), while the security and perceived seriousness of e-payment have a significant effect on continuance usage intention through perceived usefulness and eWOM. During the COVID-19 pandemic, e-payment providers should encourage consumers to use e-payment via eWOM, perceived usefulness, and consumers’ perceived health seriousness and should improve the use efficiency of e-payment through e-payment financial services, thus encouraging consumers’ continuance usage intention toward e-payment.

The Integration of the Technology Acceptance Model and Value-Based Adoption Model to Study the Adoption of E-Learning: The Moderating Role of e-WOM

The Technology Acceptance Model (TAM) has lately been utilized in a number of studies to investigate why people reject or adopt new technologies like mobile commerce or e-learning. However, several studies have found weaknesses in TAM’s ability to predict consumers’ purchase intention behavior. To compensate for TAM’s weaknesses, this study presents a model that integrates all of TAM’s components with the Value-Based Adoption Model (VAM). The perceived benefits and sacrifices were considered to provide a list of the implications for both researchers and e-learning service providers. Furthermore, the moderating role of e-word of mouth was utilized to examine the relationship between attitude, intention, perceived value, and intention toward e-learning, in order to match the current circumstances with the growing popularity of social networks. This study was conducted with a quantitative analysis by using data collected from survey 417 e-learning consumers. Except for perceived fee, which has a negative effect on perceived value, the results demonstrate that all hypotheses of latent correlations in TAM and VAM were strongly significant. Furthermore, attitude and perceived value have a significant role in determining consumer adoption of e-learning. Consumers’ perceived value will be driven by the high and low levels of the moderating influence of e-word of mouth, influencing their intention toward e-learning. Since e-learning is an effective sustainable education system, the result of this study can provide a good solution to facilitate e-learning in current and future conditions.

Impact of Online Consumer Reviews on Amazon Books Sales: Empirical Evidence from India

This study aims to assess the effect of online reviews on online book sales performance in the Indian context. A sales rank was used as a proxy measure for sales. The total sample size was 2028 books from the ‘bestseller’ and ‘recent’ book categories on Amazon.in. Cross-sectional analysis and difference-in-difference analysis approaches were adopted for data analysis. The results revealed that online reviews shared by the Indian consumers impact books sales, as the consumers prefer to analyze the books on the basis of available online reviews before making their purchase decision. Overall, the results indicated that reviews had a positive impact on the sales in both book categories.

The Role of Motivational Factors for Determining Attitude Towards eWOM in Social Media Context

Social media channels provide a critical opportunity for sharing electronic word-of-mouth (eWOM) communication. eWOM has been considered a prominent factor in shaping consumer behavior. The purpose of this is to examine the effect of website quality, social support, emotional experience, and subjective norms on the attitude of eWOM. Furthermore, the personal interactivity role as moderator is examined. An online survey was conducted from 756 consumers in China. Structure equation modeling (SEM) was employed for data analysis by using AMOS 23. The results indicate that above-mentioned determinants positively influence on attitude and eWOM. Personal interactivity significantly moderates the relationship between attitude toward eWOM and eWOM. Perceived behavioral control (PBC) has a positive direct effect on eWOM. This study provides useful and valuable insights regarding potential determinants of eWOM in Chinese perspective. Theoretical and managerial implications are discussed.