This study reveals the two sides of social word of mouth (SWOM) in social commerce (s-commerce). Based on the stimulus–organism–response paradigm, this study explores the effects of SWOM quality characteristics as the environmental stimuli on individuals’ social pressure and behavioral responses. We collected data from 1,152 s-commerce users and found that source credibility can strengthen members’ psychological reactance and social risk, which consequently resist positive SWOM intention and promote negative SWOM intention, whereas the impacts of information quality differ. Moreover, we investigated the moderation role of member characteristics on their internal feelings of social pressure and SWOM intentions.

本研究揭示了社交商务 (s-commerce) 中社交口碑 (SWOM) 的两个方面。本研究基于刺激-生物-反应范式，探讨了 SWOM 质量特征作为环境刺激对个体社会压力和行为反应的影响。我们收集了 1,152 名 s-commerce 用户的数据，发现来源可信度可以增强会员的心理反应和社会风险，从而抵制积极的 SWOM 意图并促进消极的 SWOM 意图，而信息质量的影响则不同。此外，我们调查了成员特征对其内部社会压力感受和 SWOM 意图的调节作用。