The Impact of Political Skill and Reputation on e-Word-of-Mouth in Social Media

• Main Authors: CHEN, YUAN-KAI, 陳垣凱
• Other Authors: CHENG, JAO-HONG
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/639pfx

碩士 === 國立雲林科技大學 === 資訊管理系 === 106 === This paper presents a new model of social-political perspectives impact on eWOM. eWOM can be regarded as a key indicator about personal reputation. In this study, we examined how eWOM is influenced by reputation and how political skills affect the reputation of social media. Therefore, a research model consisting of five hypotheses is proposed, including social astuteness, networking ability, apparent sincerity, interpersonal influence, reputation and eWOM. The experimental results show that social astuteness and networking ability are positively related to reputation. The relationship between reputation and eWOM is significantly positively influenced by interpersonal influence and apparent sincerity, which enhances the positive impact of reputation on eWOM when there is a high degree of political skill. Our findings suggest that the impact of political opinions on eWOM can be applied to social media. Keywords: Political skill, eWOM, Social astuteness, Networking ability, Apparent sincerity, Interpersonal influence, Reputation, Social media