What drives consumers to pass along marketer-generated EWOM in social network games? social and game factors in play

Journal of Theoretical and Applied Electronic Commerce Research

Volumn 8, Issue 1, 2013, Pages 53-68

  Hansen, Sara S ^a   Lee, Jin K ^a  

^a UNIVERSITY OF WISCONSIN OSHKOSH   (United States)

Author keywords

eWOM; Marketing; Social network games; Social network sites; Technology acceptance model

Indexed keywords

EID: 84876993003     PISSN: None     EISSN: 07181876     Source Type: Journal    
DOI: 10.4067/S0718-18762013000100005     Document Type: Article

References (80)

1. J. C. Anderson and D. W. Gerbing, Structural equation modeling in practice: A review and recommended two- step approach, Psychological Bulletin, vol. 103, no. 3, pp. 411-423, 1988.
2. L. B. Baker. (2012, April) Madison Avenue turns to social game advertising. Reuters. [Online]. Available: http://www.reuters.com/article/2012/04/29/us-videogames-ads-idUSBRE83S09P20120429.
3. P. M. Bentler and C.-P. Chou, Practical issues in structural modeling, Sociological Methods and Research, vol. 16, no. 1, pp. 78-117, 1987.
4. P. M. Bentler, Comparative fit indexes in structural models, Psychological Bulletin, vol. 107, no. 2, pp. 238-246, 1990.
5. P. M. Bentler, On the fit of models to covariances and methodology to the bulletin, Psychological Bulletin, vol. 112, no. 3, pp. 400-404, 1992.
6. K. A. Bollen and J. S. Long, Testing Structural Equation Models. Newbury Park, CA: Sage, 1993.
7. J. Brenner. (2012, September) Pew Internet: Social networking (full detail). Pew Internet & American Life Project. [Online]. Available: http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx.
8. J. J. Brown and P. H. Reingen, Social ties and word-of-mouth referral behavior, Journal of Consumer Research, vol. 14, no. 3, pp. 350-362, 1987.
9. M. W. Browne and R. Cudeck, Alternate ways of assessing model fit, in Testing Structural Equation Models (K. A. Bollen and J. S. Long, Eds.). Newbury Park, CA: Sage, 1993, pp. 136-162.
10. T. Bruce, Exploratory and Confirmatory Factor Analysis: Understanding Concepts and Applications. Washington, DC: American Psychological Association, 2004.
11. B. M. Byrne, Structural Equation Modeling with Lisrel, Prelis, Simplis: Basic Concepts, Applications, and Programming. Mahwah, NJ: Lawrence Erlbaum Associates, 1998.
12. B. M. Byrne, Structural Equation Modeling with Amos: Basic Concepts, Applications, and Programming. Mahwah, NJ: Lawrence Erlbaum Associates, 2001.
13. P. Y. K. Chau, Re-examining a model for evaluating information center success using a structural equation modeling approach, Decision Sciences, vol. 28, no. 2, pp. 309-334, 1997.
14. S. Chen. (2009, April) The social network game boom. Gamasutra. [Online]. Available: www.gamasutra.com/view/feature/4009/the_social_network_game_boom.php/.
15. C. M. K. Cheung, P.-Y. Chiu, and M.K.O. Lee, Online social networks: Why do students use Facebook?, Computers in Human Behavior, vol. 27, no. 4, pp. 1337-1343, 2011.
16. D. Choi and J. Kim, Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents, CyberPsychology and Behavior, vol. 7, no. 1, pp. 11-24, 2004.
17. th Hawaii International Conference on System Sciences, Washington DC, 2003, pp. 1-10.
18. S.-C. Chu and Y. Kim, The determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites, International Journal of Advertising, vol. 30, no. 1, pp. 47-75, 2001.
19. M. F. Clayton and M. A. Pett, Amos versus Lisrel: One data set, two analyses, Nursing Research, vol. 57, no. 4, pp. 283-292, 2008.
20. S. Coleman, The effect of social conformity on collective voting behavior, Political Analysis, vol. 12, no. 1, pp. 76-96, 2004.
21. F. D. Davis, R. P. Bagozzi, and P. R. Warshaw, Extrinsic and intrinsic motivation to use computers in the workplace, Journal of Applied Social Psychology, vol. 22, no. 14, pp. 1111-1132, 1992.
22. F. D. Davis, R. P. Bagozzi, and P. R. Warshaw, User acceptance of computer technology: A comparison of two theoretical models, Management Science, vol. 35, no. 8, pp. 982-1003, 1989.
23. C. Dellarocas, The digitization of word of mouth: Promise and challenges of online feedback mechanisms, Management Science, vol. 49, no. 10, pp. 1407-1424, 2003.
24. J. M. DiMicco and D. R. Millen, Identity management: Multiple presentations of self in Facebook, in Proceedings of the 2007 International ACM Conference on Supporting Group Work, Florida, 2007, pp. 383-386.
25. S. Elliott. (2011, January) Super bowl comeback on wheels signals optimism. The New York Times. [Online]. Available: www.nytimes.com/2011/01/25/business/media/25adco.html.
26. L.F. Feick and L. L. Price, The market maven: A diffuser of marketplace information, Journal of Marketing, vol. 51, no. 1, pp. 83-97, 1987.
27. L. R. Flynn, R. E. Goldsmith, and J. K. Eastman, Opinion leaders and opinion seekers: Two new measurement scales, Journal of the Academy of Marketing Science, vol. 24, no. 2, pp. 137-147, 1996.
28. M. Fishbein and I. Ajzen, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley, 1975.
29. C. Fornell and D. F. Larcker, Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, vol. 18, no. 1, pp. 39-50, 1981.
30. Magid. (2012, May) Social online games face slowing growth. Frank N. Magid Associates, Inc. [Online]. Available: http://www.magid.com/node/222.
31. L. Garton, C. Haythornthwaite, and B. Wellman, Studying online social networks, Journal of Computer-Mediated Communication, vol. 3, no. 1, pp. 1083-6101, 1997.
32. D. Gefen, E. Karahanna, and D. Straub, Trust and TAM in online shopping: An integrated model, MIS Quarterly, vol. 27, no. 1, pp. 51-90, 2003.
33. D. Godes and D. Mayzlin, Firm-created word-of-mouth communication: Evidence from a field test, Marketing Science, vol. 28, no. 4, pp. 721-739, 2009.
34. S. K. Goo. (2012, May) Facebook: A profile of its 'friends'. Pew Research Center. [Online]. Available: http://pewresearch.org/pubs/2262/facebook-ipo-friends-profile-social-networking-habits-privacy-online-behavior.
35. M. S. Granovetter, The strength of weak ties, American Journal of Sociology, vol. 78, no. 6, pp. 1360-1380, 1973.
36. J. F. Hair, R. E. Anderson, R. L. Tatham, and W. C. Black, Multivariate Data Analysis. Upper Saddle River, NJ: Prentice-Hall, 1998.
37. T. Hennig-Thurau, K. P. Gwinner, G. Walsh, and D. D. Gremler, Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?, Journal of Interactive Marketing, vol. 18, no. 1, pp. 38-52, 2004.
38. R. Hof. (2012, February) Meet the company behind Zynga's fastest-growing business: Ads. Forbes. [Online]. Available: http://www.forbes.com/sites/roberthof/2012/02/22/meet-the-company-behind-zyngas-fastest-growing-business-ads/.
39. P. M. Homer, The mediating role of attitude toward the ad: Some additional evidence, Journal of Marketing Research, vol. 27, no. 1, pp. 76-86, 1990.
40. L. Hossain and A. de Silva, Exploring user acceptance of technology using social networks, Journal of High Technology Management Research, vol. 20, no. 1, pp. 1-18, 2009.
41. C.-L. Hsu and H.-P. Lu, Consumer behavior in online game communities: A motivational factor perspective, Computers in Human Behavior, vol. 23, no. 3, pp. 1642-1659, 2007.
42. K. H. Hung and S. Y. Li, The influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes, Journal of Advertising Research, vol. 47, no. 4, pp. 485-495, 2007.
43. B. J. Jansen, M. Zhang, K. Sobel, and A. Chowdury, Twitter power: Tweets as electronic word of mouth, Journal of the American Society for Information Science and Technology, vol. 60, no. 11, pp. 2169-2188, 2009.
44. E. Katz and P. F. Lazersfeld, Personal Influence: The Part Played by People in the Flow of Mass Communications. New York: Free Press, 1955.
45. C. W. King and J. O. Summer, Overlap of opinion leadership across consumer product categories, Journal of Marketing Research, vol. 7, no. 1, pp. 43-50, 1970.
46. O. Kwon and Y. Wen, An empirical study of the factors affecting social network service use, Computers in Human Behavior, vol. 26, no. 2, pp. 254-263, 2010.
47. M.-C. Lee and T.-R. Tsai, What drives people to continue to play online games? An extension of technology model and theory of planned behavior, International Journal of Human-Computer Interaction, vol. 26, no. 6, pp. 601-620, 2010.
48. Y. Lee, K. A. Kozar, and K. R. T. Larsen, The technology acceptance model: Past, present, and future, The Communications of the Association for Information Systems, vol. 12, no. 53, pp. 752-780, 2003.
49. A. Lenhart, K. Purcell, A. Smith, and K. Zickuhr. (2010, February) Social media and young adults. Pew Internet & American Life Project. [Online]. Available: http://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults/Part-3/2-Adults-and-social-networks.aspx?r=1.
50. B. Libai, R. Bolton, M. S. Bugel, K. Ruyter, L. Gotz, H. Risselada, and A. T. Stephen, Customer-to-customer interactions: Broadening the scope of word of mouth research, Journal of Service Research, vol. 13, no. 3, pp. 267-282, 2010.
51. K.-Y. Lin, H.-P. Lu, Why people use social networking sites: An empirical study integrating network externalities and motivation theory, Computers in Human Behavior, vol. 27, no. 3, pp. 1152-1161, 2011.
52. H. Lin and C. T. Sun, Cash trade in free-to-play online games, Games and Culture, vol. 6, no. 3, pp. 270-287, 2011.
53. H.-F. Lin, Understanding behavioral intention to participate in virtual communities, CyberPsychology and Behavior, vol. 9, no. 5, pp. 540-547, 2006.
54. E. Losh, In polite company: Rules of play in five Facebook games, in Proceedings of the 2008 International Conference on Advances in Computer Entertainment Technology, New York, 2008, pp. 345-351.
55. M. Madden and K. Zickuhr. (2011, August) 65% of online adults use social networking sites. Pew Internet & American Life Project. [Online]. Available: http://www.pewinternet.org/Reports/2011/Social-Networking-Sites.aspx?src=prc-headline.
56. A. Mitchell and J. C. Olson, Are product attribute beliefs the only mediator of advertising effects on brand attitude, Journal of Marketing Research, vol. 18, no. 3, pp. 318-332, 1981.
57. J.-W. Moon and Y.-G. Kim, Extending the TAM for a world-wide-web context, Information & Management, vol. 38, no. 4, pp. 217-230, 2001.
58. C. Moorman, R. Deshpande, and G. Zaltman, Factors affecting trust in market research relationships, Journal of Marketing, vol. 57, no. 1, pp. 81-101, 1993.
59. J. C. Nunnally, Psychometric Theory. New York: McGraw-Hill, 1978.
60. J. C. Nunnally and I. H. Bernstein, Psychometric Theory. New York: McGraw-Hill, 1994.
61. S. Okazaki, R. Skapa, and I. Grande, Capturing global youth: Mobile gaming in the U.S., Spain, and the Czech Republic, Journal of Computer-Mediated Communication, vol. 13, no. 4, pp. 827-855, 2008.
62. E. Olson. (2010, July) For FarmVille players, a crop from a real organic farm. The New York Times. [Online]. Available: http://www.nytimes.com/2010/07/15/business/media/15adco.html?_r=1&adxnnl=1&adxnnlx=1343754185-S94sQ0PwmiMg7kdak366wA.
63. E. L. Pelling and K. M. White, The theory of planned behavior applied to young people's use of social networking web sites, CyberPsychology & Behavior, vol. 12, no. 6, pp. 755-759, 2009.
64. J. E. Phelps, R. Lewis, L. Mobilio, D. Perry, and N. Raman, Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email, Journal of Advertising Research, vol. 44, no. 4, pp. 333-348, 2004.
65. P. M. Podsakoff, S. B. MacKenzie, J.-Y. Lee, and N. P. Podsakoff, Common method biases in behavioral research: A critical review of the literature and recommended remedies, Journal of Applied Psychology, vol. 88, no. 5, pp. 879-903, 2003.
66. C. E. Porter and N. Donthu, Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics, Journal of Business Research, vol. 59, no. 9, pp. 999-1007, 2006.
67. C. M. Ridings, D. Gefen, and B. Arinze, Some antecedents and effects of trust in virtual communities, Journal of Strategic Information Systems, vol. 11, no. 3-4, pp. 271-295, 2002.
68. E. M. Rogers, Diffusion of Innovations. New York: Free Press, 1995.
69. R. M. Ryan and Edward L. Deci, Intrinsic and extrinsic motivations: Classic definitions and new directions, Contemporary Educational Psychology, vol. 25, no. 1, pp. 54-67, 2000.
70. D.-H. Shin and Y.-J. Shin, Why do people play social network games? Computers in Human Behavior, vol. 27, no. 2, pp. 852-862, 2011.
71. D. Sledgianowski and S. Kulviwat, Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context, The Journal of Computer Information Systems, vol. 49, no. 4, pp. 74-83, 2009.
72. E. M. Steffes and L. E. Burgee, Social ties and online word of mouth, Internet Research, vol. 19, no. 1, pp. 42-59, 2009.
73. T. Sun, S. Youn, G. Wu, and M. Kuntaraporn, Online word-of-mouth (or mouse): An exploration of its antecedents and consequences, Journal of Computer-Mediated Communication, vol. 11, no. 4, pp. 1104-1127, 2006.
74. K. Thorson and S. Rodgers, Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction, Journal of Interactive Advertising, vol. 6, no. 2, pp. 34-44, 2006.
75. V. Venkatesh, Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model, Information Systems Research, vol. 11, no. 4, pp. 342-365, 2000.
76. V. Venkatesh and M. Morris, Why don't men ever stop to ask for directions? Gender, social influence and their role in technology acceptance and usage behavior, MIS Quarterly, vol. 24, no. 1, pp. 115-139, 2000.
77. P. Verna, (2011, January) How marketers can experiment with social games. eMarketer. [Online]. Available: http://www.emarketer.com/Article/How-Marketers-Experiment-with-Social-Games/1008195.
78. H. Wainer and G. L. Kiely, Item clusters and computerized adaptive testing: A case for testlets, Journal of Educational Measurement, vol. 24, no. 3, pp. 185-201, 1987.
79. K. Wu, Y. Zhao, Q. Zhu, X. Tan, and H. Zheng, A meta-analysis of the impact of trust on the technology acceptance model: Investigation of moderating influence of subject and context type, International Journal of Information Management, vol. 31, no. 6, pp. 572-581, 2011.
80. M. Zhang, B. J. Jansen, and A. Chowdhury, Business engagement on Twitter: A path analysis, Electronic Markets: The International Journal on Networked Business, vol. 21, no. 3, pp. 161-175, 2011.