Impacts Of Electronic Word-of-Mouth And Value Co-Creation On Customer’s Purchase Intention

The role of social network sites(SNSs) in e-commerce promotion is becoming significant, therefore more and more e-business platforms turn to manage brand marketing with the help of SNSs. As a result, for e-commerce site, social function is the standard mode. Along with consumers participating in value creation of corporations, the experience value is created by consumers, which is a new form in the consumption area. As a fact, in the fields of information systems, marketing, service science and innovation management, value co-creation is still a new research topic.The theories in trust and value co-creation are used to analyze how electronic Word-of-Mouth (eWOM) affects purchase intention in SNSs. First of all, the research results of trust, value co-creation, and eWOM in the previous studies are summarized, from which, the key factors are identified. Further, the social communication framework is used to build an integrative model to explain how these factors interact with each other. After that the questionnaire data is analyzed by SPSS20.0and AMOS17.0, and the data is divided into some groups in order to discuss the model in different situations.The results of empirical analysis are that eWOM influences both purchase intention and value co-creation through trust, in the meantime, value co-creation has impacts on purchase intention. What’s more, the effects of eWOM on value co-creation are moderated by the consumers’ disposition to trust and eWOM’s message source.The analysis provides an empirical ground for future research on the relationship between value co-creation and purchase intention within the SNS context. Practitioners can also gain a deeper understanding on SNS-based customer relationship management.