Identifying effective motivator Factors on E-WOM participation intention

Noticing that internet has accessed to the most personal and general fields, using E-WOM acts as effective and good equipment for various good and service provider companies. Recent research by help of the previous ones offered a developed model in order to identify effective motivator factors on E-WOM participation intention in Iran, and tested the model using SEM method by gathering data from 192 university students selected by judicative method. Data analysis results indicated the significant effect of Sense of belonging, Enjoying of helping and Moral obligation on E-WOM participation intention, but economic incentives didn’t have significant effect on E-WOM participation intention that this inaction can be known for Iranian customers’ relatively low expectations and assumptions from service and good provider companies.

کلیدواژه ها:

E-WOM ، E-WOM participation intention ، Sense of belonging ، Enjoying of helping ، moral obligation ، Economic incentives