Consumers’ Factors on eWOM Diffusion in Social Networking Services (SNS)

Abstract

This present study seeks to uncover personal factors of social networking services (SNS) users’ on eWOM diffusion in SNS through review of previous studies. This paper also aims to build a conceptual theory based on these findings and create a path for further studies and empirical research in the future.  Literature from technology acceptance fields and social sciences were examined on eWOM diffusion via four levels of self-factors in individuals.  The issues of level of trust, personal eWom experience, and self-efficacy are discussed in the prediction of eWOM, while different personalities are predicted to have different outcomes in eWOM diffusion.  The insights of personal factors influence in eWOM would enhance consumers’ ability to understand further how to navigate positive and negative perspectives of personal factors and act to use this discovery to assist own decision making.

Keywords: eWOM, SNS, self-efficacy, eWOM experience trust, personality.