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.

中文翻译：

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探索移动购物中“深度”电子口碑提供行为的前因：一项多国研究

目的

该研究旨在研究移动商务中深层的电子口碑提供行为，并尝试探索其前因。个性化被认为是深层网络口碑的间接先行因素，提供由享乐和功利价值观念以及个人认同介导的行为。

设计/方法论/途径

基于社会交换理论，概念模型将研究背景与深层电子口碑提供行为联系起来。该概念模型通过多国研究得到验证。我们联系了英国 ( n  = 505)、印度 ( n  = 422) 和越南 ( n  = 618) 的大量移动商务用户样本来收集数据。通过结构方程建模程序对数据进行分析，并进行不变性分析，以确保可以比较三个样本的结果。作者还进行了事后分析，以探索变量之间的中介路径。

发现

该研究发现这三个国家的样本都支持概念模型。人们发现个性化可以增加价值观念（功利主义和享乐主义）和个人认同，从而导致这三个国家的“深层”电子口碑提供行为。系列调解还提供了三个国家的可比结果。

原创性/价值

该研究有助于理解深层的电子口碑提供行为——一种具有高度实际相关性的结构，但在当前文献中尚未得到充分探讨。该研究还为分析移动商务中个性化后果的文献做出了贡献。