Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments

Xiao Ling Jin; Li Xiang; Matthew K.O. Lee; Christy M K Cheung; Zhongyun Zhou; Ding Tao Zhao

Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments

Xiao Ling Jin^*, Li Xiang, Matthew K.O. Lee, Christy M K Cheung, Zhongyun Zhou, Ding Tao Zhao

^*Corresponding author for this work

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

7 Citations (Scopus)

Abstract

Based on the theoretical lens of multiple commitments and prior research on electronic word-ofmouth (eWOM), this study develops a research model to investigate the antecedents of users' continuance intention to contribute eWOM in online opinion platforms. Specially, this study investigates the mediating roles of multiple commitments namely, affective commitment, calculative commitment and normative commitment, between perceived benefits and continuance intention of eWOM contribution. The research model is tested by the data collected from 456 eWOM contributors of a famous online opinion platform in China (i.e., "dianping.com"). The results indicate that affective commitment and normative commitment are the key determinant of continuance intention to contribute eWOM in online opinion platforms. These two commitments are, in turn, influenced by extrinsic reward and self-enhancement. Surprisingly, enjoyment in helping other consumers and enjoyment in helping the company have little impact on either affective commitment or normative commitment. Implications of this study are noteworthy for both researchers and practitioners.

Original language	English
Title of host publication	PACIS 2010 Proceedings
Publisher	Association for Information Systems
Pages	1564-1571
Number of pages	8
Publication status	Published - 9 Jul 2010
Event	14th Pacific Asia Conference on Information Systems, PACIS 2010 - Taipei, Taiwan, Province of China Duration: 9 Jul 2010 → 12 Jul 2010 https://aisel.aisnet.org/pacis2010/

Publication series

Name	Pacific Asia Conference on Information Systems

Conference

Conference	14th Pacific Asia Conference on Information Systems, PACIS 2010
Country/Territory	Taiwan, Province of China
City	Taipei
Period	9/07/10 → 12/07/10
Internet address	https://aisel.aisnet.org/pacis2010/

Scopus Subject Areas

Information Systems

User-Defined Keywords

Affective commitment
Calculative commitment
Continuance intention
Electronic word of mouth
Normative commitment
Online opinion platforms

Access to Document

https://aisel.aisnet.org/pacis2010/149/

Cite this

Jin, X. L., Xiang, L., Lee, M. K. O., Cheung, C. M. K., Zhou, Z., & Zhao, D. T. (2010). Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments. In PACIS 2010 Proceedings (pp. 1564-1571). (Pacific Asia Conference on Information Systems). Association for Information Systems. https://aisel.aisnet.org/pacis2010/149/

@inproceedings{80f69b10d21e47999bf072e236d088d7,

title = "Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments",

abstract = "Based on the theoretical lens of multiple commitments and prior research on electronic word-ofmouth (eWOM), this study develops a research model to investigate the antecedents of users' continuance intention to contribute eWOM in online opinion platforms. Specially, this study investigates the mediating roles of multiple commitments namely, affective commitment, calculative commitment and normative commitment, between perceived benefits and continuance intention of eWOM contribution. The research model is tested by the data collected from 456 eWOM contributors of a famous online opinion platform in China (i.e., {"}dianping.com{"}). The results indicate that affective commitment and normative commitment are the key determinant of continuance intention to contribute eWOM in online opinion platforms. These two commitments are, in turn, influenced by extrinsic reward and self-enhancement. Surprisingly, enjoyment in helping other consumers and enjoyment in helping the company have little impact on either affective commitment or normative commitment. Implications of this study are noteworthy for both researchers and practitioners.",

keywords = "Affective commitment, Calculative commitment, Continuance intention, Electronic word of mouth, Normative commitment, Online opinion platforms",

author = "Jin, {Xiao Ling} and Li Xiang and Lee, {Matthew K.O.} and Cheung, {Christy M K} and Zhongyun Zhou and Zhao, {Ding Tao}",

year = "2010",

month = jul,

day = "9",

language = "English",

series = "Pacific Asia Conference on Information Systems",

publisher = "Association for Information Systems",

pages = "1564--1571",

booktitle = "PACIS 2010 Proceedings",

address = "United States",

url = "https://aisel.aisnet.org/pacis2010/",

}

Jin, XL, Xiang, L, Lee, MKO, Cheung, CMK, Zhou, Z & Zhao, DT 2010, Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments. in PACIS 2010 Proceedings. Pacific Asia Conference on Information Systems, Association for Information Systems, pp. 1564-1571, 14th Pacific Asia Conference on Information Systems, PACIS 2010, Taipei, Taiwan, Province of China, 9/07/10. <https://aisel.aisnet.org/pacis2010/149/>

Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments. / Jin, Xiao Ling; Xiang, Li; Lee, Matthew K.O. et al.
PACIS 2010 Proceedings. Association for Information Systems, 2010. p. 1564-1571 (Pacific Asia Conference on Information Systems).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

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T2 - 14th Pacific Asia Conference on Information Systems, PACIS 2010

AU - Jin, Xiao Ling

AU - Xiang, Li

AU - Lee, Matthew K.O.

AU - Cheung, Christy M K

AU - Zhou, Zhongyun

AU - Zhao, Ding Tao

PY - 2010/7/9

Y1 - 2010/7/9

N2 - Based on the theoretical lens of multiple commitments and prior research on electronic word-ofmouth (eWOM), this study develops a research model to investigate the antecedents of users' continuance intention to contribute eWOM in online opinion platforms. Specially, this study investigates the mediating roles of multiple commitments namely, affective commitment, calculative commitment and normative commitment, between perceived benefits and continuance intention of eWOM contribution. The research model is tested by the data collected from 456 eWOM contributors of a famous online opinion platform in China (i.e., "dianping.com"). The results indicate that affective commitment and normative commitment are the key determinant of continuance intention to contribute eWOM in online opinion platforms. These two commitments are, in turn, influenced by extrinsic reward and self-enhancement. Surprisingly, enjoyment in helping other consumers and enjoyment in helping the company have little impact on either affective commitment or normative commitment. Implications of this study are noteworthy for both researchers and practitioners.

AB - Based on the theoretical lens of multiple commitments and prior research on electronic word-ofmouth (eWOM), this study develops a research model to investigate the antecedents of users' continuance intention to contribute eWOM in online opinion platforms. Specially, this study investigates the mediating roles of multiple commitments namely, affective commitment, calculative commitment and normative commitment, between perceived benefits and continuance intention of eWOM contribution. The research model is tested by the data collected from 456 eWOM contributors of a famous online opinion platform in China (i.e., "dianping.com"). The results indicate that affective commitment and normative commitment are the key determinant of continuance intention to contribute eWOM in online opinion platforms. These two commitments are, in turn, influenced by extrinsic reward and self-enhancement. Surprisingly, enjoyment in helping other consumers and enjoyment in helping the company have little impact on either affective commitment or normative commitment. Implications of this study are noteworthy for both researchers and practitioners.

KW - Affective commitment

KW - Calculative commitment

KW - Continuance intention

KW - Electronic word of mouth

KW - Normative commitment

KW - Online opinion platforms

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Y2 - 9 July 2010 through 12 July 2010

ER -

Electronic word-of-mouth contribution continuance in online opinion platforms: The role of multiple commitments

Abstract

Publication series

Conference

Scopus Subject Areas

User-Defined Keywords

Access to Document

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