Exploring the antecedents of “deep” eWOM providing behaviour in mobile shopping: a multi-country study

SAHADEV, Sunil, CHUNG, Sean, ZAMAN, Mustafeed, HANDOKO, Indria, VO-THANH, Tan, PHONG NGUYEN, Nguyen and KUMRA, Rajeev (2023). Exploring the antecedents of “deep” eWOM providing behaviour in mobile shopping: a multi-country study. Information Technology & People.

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Abstract

Purpose The study aims to look at deep eWOM providing behaviour in m-commerce and attempts to explore its antecedents. Personalisation is proposed as an indirect antecedent of deep eWOM providing behaviour mediated by hedonic and utilitarian value perceptions and personal identification. Design/methodology/approach Based on social-exchange theory, the conceptual model links the study antecedents to deep eWOM providing behaviour. The conceptual model was validated through a multi-country study. A large sample of m-commerce users in the UK (n = 505), India (n = 422) and Vietnam (n = 618) were contacted to collect the data. Data were analysed through structural equations modelling procedure with invariance analysis conducted to ensure that the results from the three samples could be compared. The authors also conducted post-hoc analysis to explore the mediation paths between variables. Findings The study finds support to the conceptual model across the samples from the three countries. Personalisation is found to increase value perceptions – both utilitarian and hedonic – and personal identification which leads to “deep” eWOM providing behaviour across all the three countries. The serial mediation also provides comparable results across the three countries. Originality/value The study contributes to the understanding of deep eWOM providing behaviour – a construct with high practical relevance which has however not been explored sufficiently in current literature. The study also contributes to the literature that analyses the consequences of personalisation in m-commerce.

Item Type:	Article
Uncontrolled Keywords:	0806 Information Systems; 0807 Library and Information Studies; Information Systems; 3503 Business systems in context; 4609 Information systems; 4610 Library and information studies
Identification Number:	https://doi.org/10.1108/itp-06-2022-0439
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	28 Nov 2023 11:11
Last Modified:	01 Dec 2023 12:51
URI:	https://shura.shu.ac.uk/id/eprint/32743

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