Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation

作者：

Highlights：

• Strong-tie eWOM and weak-tie eWOM both facilitate consumer purchase intentions.

• Weak-tie eWOM weakens the impact of strong-tie eWOM on purchase intentions.

• Perceived value mediates the relationship between strong-tie eWOM and purchase intentions.

• Weak-tie eWOM strengthens the mediating effect of perceived value.

摘要

•Strong-tie eWOM and weak-tie eWOM both facilitate consumer purchase intentions.•Weak-tie eWOM weakens the impact of strong-tie eWOM on purchase intentions.•Perceived value mediates the relationship between strong-tie eWOM and purchase intentions.•Weak-tie eWOM strengthens the mediating effect of perceived value.

论文关键词：Empirical research,e-WOM,Moderated mediation model,Perceived value,Purchase intentions,Social ties

论文评审过程：Received 19 January 2018, Revised 20 January 2018, Accepted 20 January 2018, Available online 26 March 2018, Version of Record 26 March 2018.

论文官网地址：https://doi.org/10.1016/j.elerap.2018.01.011