Social media developments in the last decade have led to the emergence of a new form of word of mouth (WOM) in the digital environment. Electronic word-of-mouth (eWOM) is considered by many scholars and practitioners to be the most influential informal communication mechanism between businesses and potential and actual consumers. The purpose of this paper is to extend knowledge about WOM in this new context by proposing a conceptual framework that enables a better understanding of how trust and reciprocity influence eWOM participation in ORCs.,This study applies non-probability convenience sampling technique to conduct a quantitative study of data from an online survey of 189 members of ORCs. Partial least squares (PLS) is used to analyse the correlations between individuals’ intention to seek opinion, to give their own opinion and to pass on the opinion of another within ORCs.,The data analysis reveals that opinion seeking within ORCs had a direct effect on opinion giving and opinion passing. Ability trust and integrity trust had a positive effect on opinion seeking, while benevolence trust had a direct positive effect on opinion passing. Reciprocity had a direct impact on opinion passing. While reciprocity did not affect opinion giving, the relationship between these two concepts was mediated by integrity trust.,By studying the complexities that characterise the relationships between reciprocity, trust and eWOM, the study extends understanding of eWOM in ORCs.,To the best of the authors’ knowledge, this is one of only a few papers that have examined the complex interrelationships between reciprocity, trust and eWOM in the context of ORCs.

中文翻译：

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在线评论社区中电子口碑的信任和互惠效应

过去十年中社交媒体的发展导致了数字环境中一种新型口碑（WOM）的出现。电子口碑（eWOM）被许多学者和从业者认为是企业与潜在消费者和实际消费者之间最有影响力的非正式交流机制。本文的目的是通过提出一个概念框架来扩展在这种新情况下有关WOM的知识，该框架可以更好地理解信任和互惠如何影响eWOM参与ORC。本研究应用非概率便利性抽样技术进行了定量分析在线研究ORC的189位成员进行的数据研究。偏最小二乘（PLS）用于分析个人寻求意见的意图之间的相关性，数据分析表明，在ORC内部寻求意见对提供意见和通过意见具有直接影响。能力信任和完整性信任对意见征求具有积极影响，而仁慈信任对意见传递具有直接积极影响。互惠直接影响意见传递。尽管互惠不影响意见的提供，但这两个概念之间的关系是由诚信信任所调解的。通过研究表征互惠，信任和eWOM之间关系的复杂性，本研究扩展了ORC中对eWOM的理解。作者的知识，这是研究ORC背景下互惠，信任和eWOM之间复杂的相互关系的仅有的几篇论文之一。