The Influence of eWOM within The Online Community on Consumers' Purchasing Intentions-The Case of The Eee PC

The novelty of the study consists in applying eWOM communications and Technology Acceptance Model (TAM) in the context of online communities to explain user’s intention toward innovative product / service. Our findings indicated that eWOM effect is a key antecedent of perceived ease of use, perceived usefulness, and perceived enjoyment. The recommender’s levels of expertise, seeker’s levels of expertise, trust, and information quality are also critical in building eWOM communication. The current study builds an effective Internet marketing strategy, and guides managers in selecting an appropriate strategy for the consumers in the online communities.

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