Integrated model of online word-of-mouth: Investigating Its antecedents in China

The aim of this research is to investigate why information about products, brands or organisations is initiated by customer online from the sender’s perspective. This study simultaneously investigated the relationships between consumers’ online word-of-mouth (OWOM) and its key post-purchase antecedents in a quantitative manner. Data were collected from 574 respondents in China through an online survey. The findings presented five factors that influence consumers’ engagement OWOM communication. Customer perceived social value is highlighted in the paper for its impact on OWOM, and implications of the culture context of the research on OWOM communication are discussed.