THE EFFECT OF PRICE PRESENTATION, SALES RESTRICTIONS, AND SOCIAL NETWORKS ON CONSUMER EWOM ACTIVITIES: TWO-PHASE VALIDATION

Word-of-mouth (WOM) is recognized as an effective communication channel among consumers. The Internet provides consumers with richer sales information and more online associates than do brick-and-mortar stores but makes complex the assessment of the shaping of electronic WOM (eWOM) intention and return on eWOM. Thus, we will conduct two experiments to examine the shaping of eWOM intention and return on eWOM. The first experiment explore the eWOM broadcasting from the perspective of eWOM senders in a laboratory setting, and the second experiment will validate the eWOM model from the perspective of both message senders and receivers. The first experiment will allow us to control for variables that are difficult to control in the field and examine the mechanisms behind eWOM intention. The preliminary validation of the research model will increase its explanatory power in the field and allow us examine the value of eWOM associated with eWOM intention

MOTIVATION FOR USING THE SOCIAL COMMERCE WEBSITE IN THE SHARING ECONOMY: A TWO-FACTOR THEORY PERSPECTIVE

The influence and power of the sharing economy are beginning to change our lifestyles and consumption patterns. Among the sharing firms operating in the sharing economy, Airbnb is not only a well-known example of a successful O2O (online to offline) giant but also positions itself as a social commerce website. This study intends to remove the mask of Airbnb from the perspectives of website decomposing because it is important to understand how social commerce is incorporated into the websites of e-commerce retailers to support their online business models. Drawing on the two-factor theory, we focus on the following two research questions: (1) Which website features are hygiene factors and which are motivation factors? (2) How are the hygiene and motivation factors that affect a consumer’s motivation for using the Airbnb website distributed across the stages of the consumer decision-making process? To answer these questions, this study will be conducted by a survey methodology to collect the data