An approach to initiating eWOM intentions
研究参考价格和信息来源（C2C网站与Facebook好友）如何影响消费者的交易评价及电子口碑传播意向，发现交易评价对口碑意向有持续影响，且社交影响与价格参考同样重要。
Purpose The purpose of this paper is to examine the effects that reference prices and associated information sources (websites that consumers use to explore and their friends who have similar perspectives on value) have on deal evaluation and intention to disseminate electronic word of mouth (eWOM). Design/methodology/approach A stratified survey is conducted to empirically test the relations between reference prices, associated information sources (the top five Consumer-to-consumer (C2C) websites and top five Facebook friends with similar perspectives and values on consumption), deal evaluation, and eWOM intention. The study uses a Facebook API to help participants pick five Facebook friends to act as their favorite sources for advice on shopping. Findings The results suggest that consumers’ deal evaluations (as shaped by the recency effects of previous exposure to prices and the influence of Facebook friends and C2C websites) have carry-over effects on their eWOM intentions. The influence of Facebook friends and C2C websites on deal evaluation is as powerful as that of reference price, especially concerning the mean and the lowest prices. Practical implications The findings encourage marketers to invest their resources in targeting online groups, and suggest that C2C website marketers should set their offer prices between the mean and the lowest prices. Originality/value This study extends prior research on the motives for eWOM dissemination and elaborates an approach to initiate eWOM intention through deal evaluation.