Earticle

초록

영어

Online communities are an important source of electronic word-of-mouth (e-WOM). However, few studies have examined the use of such messages within the Middle Eastern context. This study focuses on Saudi women as members of an online beauty forum. Previous work suggested a mediating effect of gender, with women being more likely to trust word-of-mouth and follow it up with a purchase. A conceptual model with a theoretical underpinning from existing contributions in literature provides the basis of a coding framework for the message characteristics that influence members’ e-WOM adoption. A total of 310 threads and 2200 messages coded into 5725 units were content analyzed to demonstrate cases where e-WOM was adopted and indicate further continuance intention with members returning to the forum. A new category of ‘community bonding’ was created from the content analysis given the prevalence of emotional aspects in messages. Emotion expressed in messages, often expressed in religious terms, is as influential and important as the cognitive aspects of community bonding.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Research Background
  2.1. Cultural Effects
  2.2. Gender Effects
  2.3. The Arab Woman’s Perspective
 Ⅲ. Conceptual Model
  3.1. Information System Continuance Model(ISCM)
  3.2. Information Adoption Model (IAM)
  3.3. Knowledge Contribution Model (KCM)
 Ⅳ. Method
  4.1. Study Context
  4.2. Data Collection and Analysis
 Ⅴ. Results and Discussion
  5.1. Argument Quality
  5.2. Community Bonding
  5.3. Receiver Involvement
  5.4. Information Needs Fulfilment and Information Usefulness
  5.5. Source Credibility
  5.6. Offline Activities and Satisfaction
 Ⅵ. Conclusion
 

저자

• Nahed Al-Haidari [ Ph.D. Candidate, Brunel University in the Computer Department, UK ] Corresponding Author
• Jane Coughlan [ Lecturer, Human-Computer Interaction at Brunel University London, UK ]

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