Based on the theoretical lens of multiple commitments and prior research on electronic word-of-mouth (eWOM), this study develops a research model to investigate the antecedents of users’ continuance intention to contribute eWOM in online opinion platforms. Specially, this study investigates the mediating roles of multiple commitments namely, affective commitment, calculative commitment and normative commitment, between perceived benefits and continuance intention of eWOM contribution. The research model is tested by the data collected from 456 eWOM contributors of a famous online opinion platform in China (i.e., “dianping.com”). The results indicate that affective commitment and normative commitment are the key determinant of continuance intention to contribute eWOM in online opinion platforms. These two commitments are, in turn, influenced by extrinsic reward and self-enhancement. Surprisingly, enjoyment in helping other consumers and enjoyment in helping the company have little impact on either affective commitment or normative commitment. Implications of this study are noteworthy for both researchers and practitioners.
Jin, Xiao-Ling; Xiang, Li; Lee, Matthew K.O.; Cheung, Christy M.K.; Zhou, Zhongyun; and Zhao, Ding-Tao, "Electronic Word-Of-Mouth Contribution Continuance in Online Opinion Platforms: The Role of Multiple Commitments" (2010). PACIS 2010 Proceedings. 149.