Exploring the antecedents of “deep” eWOM providing behaviour in mobile shopping: a multi-country study
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.
Keywords
Acknowledgements
Since acceptance of this article, the following author(s) have updated their affiliation: Sunil Sahadev is at the Sheffield Business School, Sheffield Hallam University, Sheffield, UK and Tan Vo-Thanh is at the University of Economics, Ho Chi Minh City, Vietnam.
The authors acknowledge the support for data collection provided in Vietnam by the University of Economics Ho Chi Minh City, Vietnam.
Citation
Sahadev, S., Chung, S., Zaman, M., Handoko, I., Vo-Thanh, T., Phong Nguyen, N. and Kumra, R. (2023), "Exploring the antecedents of “deep” eWOM providing behaviour in mobile shopping: a multi-country study", Information Technology & People, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ITP-06-2022-0439
Publisher
:Emerald Publishing Limited
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