The moderating role of customer experience in eWOM in the microblogging network

This study examines the electronic word of mouth (eWOM) behaviour influences the purchase intention in the microblogging site. This study also argues that the relationships between eWOM and purchase intention are moderated by... [ view full abstract ]

This study examines the electronic word of mouth (eWOM) behaviour influences the purchase intention in the microblogging site. This study also argues that the relationships between eWOM and purchase intention are moderated by customer experience. A growing reliance on social media as an information source when making choices about products or services raises the need for more research into eWOM. China, being the world’s largest social network market, is an ideal country to investigate the extent of this eWOM behaviour. Prior research focuses on Western microblogging networks; little is published to understand what factors from the Sina Weibo play critical roles in predicting user’s behaviour. A total of 256 Sina Weibo users in China were recruited. Initial results showed that customer experience had a positive moderating influence on eWOM and purchase intention.