An Empirical Study Of The Participation Intention Of Online Users In Electronic Word-of-mouth

Under the environment of e-commerce,consumers' buying experience has been further extended,so they can be more convenient to share their shopping experience in the network through the Internet.Electronic word-of-mouth(eWOM)has become one of the main factors which affects consumers' purchasing decisions.However,what is driving the generation and dissemination of electronic word-of-mouth? Whether / how to affect the participation with enterprises' behavior? This topic will explore the driving mechanism of electronic word of mouth participation behavior around these questions.This paper expatiates on the research meaning and purpose to participate in electronic word-of-mouth intention,and summarizes the research status at home and abroad.Secondly,Based on the motivation theory,the theory of planned behavior and equity theory,this study has established a theoretical model of the effect of network users to participate in electronic word-of-mouth intentionfrom the two dimensions of service recovery and consumer motivation through the summary of e-WOM related concepts and theoretical basis.The individual motivation factors divide intoreciprocity,altruism,egoism,social bonding economicincentivesand platform incentives;business service recovery include tangible compensation,intangible compensation,respond speed and recovery initiative.Through the attitude,subjective norm and satisfaction,this studyhas explored the influence on electronic word-of-mouthintention.At last,this study is an empirical study which uses the structural equation model(SEM).The data is collected through questionnaires online.This study analyzesreliability and validity and tests the hypothesis by using SmartPLS.The results show thatreciprocity,altruism and egoism influenced the attitude then attitude influenced eWOM communication intention;social bonding positively affects subjective norms which affects the attitude and indirectly affects the participation intention;platform incentives have the positive impact on consumer participation motivation of eWOM intention while economicincentives not.Tangible compensation,response speed and recovery initiative have a positive impact on satisfaction which promotes participation intentionexceptintangible compensation Therefore,both consumer motivation and behavior business eWOM participation.On the basis of empirical research findings,this study reveals the role of multiple participation systems,deepen the theoretical system of the field.At the same time,this study provides a useful reference toimprove the platform operation mechanism,customer loyalty and the platform activity for the enterprise.