The Study of Para-Social Interaction with e-Word-of-Mouth for Influencer Marketing by Complex Computing

The purpose of this study was focused on exploring the relationship among the fans’ preferences, fans’ para-social interaction, and fans’ word-of-mouth. A survey consisted of 21 items based on the literature review and developed by this study. An online survey was distributed to the users of YouTube in Taiwan. A total of 606 valid samples was collected by survey. The instrument passed the reliability and validity test. Further, the data process applied the PLS (partial least squares) regression analysis methodology. The result shows that the ‘attractive’ impacted ‘para-social interaction’, ‘e-word-of-mouth’, and ‘preferences of fans’ positively. In addition, the para-social interaction plays an important role as a mediator between influencer’s attractiveness, w-word-of-mouth, and preferences of fans. Some suggestions were provided for social media influence’ related studies as reference.

Empirical Study on the Influencing Factors of WeChat Business Integrity

With the increasing popularity of the smart phones and electronic payment, WeChat shopping has become a trendy lifestyle for many people. However, the issue of WeChat business integrity has gradually appeared due to the virtuality of the Internet. This paper analyzed the development of WeChat business and its business integrity. The influencing factors of WeChat business integrity and related hypotheses had been studied based on theoretical and practical analysis. The reliability and validity of the data collected through questionnaires were tested with SPSS24.0. Empirical analysis was done to the hypotheses by using the structural equation model. The results indicated that products and service quality, after-sale guarantee, payment security and Word-of-mouth had a prominent positive effect on the integrity of WeChat business.

Empirical Study on the Influencing Factors of WeChat Business Integrity

With the increasing popularity of the smart phones and electronic payment, WeChat shopping has become a trendy lifestyle for many people. However, the issue of WeChat business integrity has gradually appeared due to the virtuality of the Internet. This paper analyzed the development of WeChat business and its business integrity. The influencing factors of WeChat business integrity and related hypotheses had been studied based on theoretical and practical analysis. The reliability and validity of the data collected through questionnaires were tested with SPSS24.0. Empirical analysis was done to the hypotheses by using the structural equation model. The results indicated that products and service quality, after-sale guarantee, payment security and Word-of-mouth had a prominent positive effect on the integrity of WeChat business.

Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare

This study further finds out about the influence of instagram social media and electronic word of mouth (EWOM) as promotional media on buying interest and consumer purchase decisions on Somethinc skincare products. The sampling technique used is non-probability sampling by purposive sampling. As for the background of this research is the role of the use of social media Instagram and how influential electronic word of mouth (EWOM) on buying interest and consumer purchasing decisions. The research was conducted for skincare products with the SomeThinc brand. The sampling technique used is nonprobability sampling by purposive sampling. The sample used in this study were 105 respondents. The respondents in this study were required to be at least 17 years old, have an instagram social media account and have purchased SomeThinc skincare products. The data analysis technique used is SEM-PLS analysis using the SmartPLS 3.0 program. The results of this study indicate that instagram social media has a significant effect on buying interest, instagram social media has a significant effect on consumer purchasing decisions, electronic word of mouth (EWOM) has a significant effect on buying interest, electronicword of mouth (EWOM) has an effect on consumer purchasing decisions, buying interest has a significant effect on consumer purchasing decisions, social media instagram has a significant effect on consumer purchasing decisions mediated by buying interest, electronic word of mouth (EWOM) has a significant effect on consumer purchasing decisions mediated by buying interest.

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.