IJSSH 2011 Vol.1(1): 74-79 ISSN:2010-3646
DOI: 10.7763/IJSSH.2011.V1.13

Factors Influencing eWOM Effects: Using Experience, Credibility, and Susceptibility

Cheol Park, Yao Wang, Ying Yao, and You Rie Kang

Abstract—Electronic Word-of-mouth(eWOM) is important information affecting consumers’ online buying. This study examined factors influencing eWOM effects in China. We developed a structural model of eWOM effects including customer susceptibility to interpersonal influence (CSII), using experience of eWOM , perceived eWOM credibility, and eWOM effects. As results of 209 survey data analysis, CSII influences using experience of eWOM , perceived eWOM credibility, and the eWOM effects, and using experience of eWOM influences perceived eWOM credibility and eWOM effects, and perceived eWOM credibility influences eWOM effects. Implication of the study and further research are suggested

Index Terms—eWOM effect; Using experience of eWOM; Perceived eWOM credibility

Cheol Park is with the School of Business Administration, Korea University, Sejong, 339-700, Korea(phone: +82-19-520-2281; fax:+82-41-860-1507; e-mail: cpark@ korea.ac.kr).
Yao Wang, Ying Yao, and Yu Rir Kang are with Dept. of Digital Management, Korea University, Seoul, Korea.

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Cite: Cheol Park, Yao Wang, Ying Yao, and You Rie Kang, "Factors Influencing eWOM Effects: Using Experience, Credibility, and Susceptibility," International Journal of Social Science and Humanity vol. 1, no. 1, pp. 74-79, 2011.

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