The Impact of Users´ Participation on EWoM on Social Commerce Sites: An Empirical Analysis Based on Meilishuo.com

Social Commerce is a new derivative model of e-commerce. As a new area, word of mouth in social commerce has not been researched yet. This article will focus on this gap, using empirical research method to explore the impact of users´ participation on electronic eWoM on social commerce sites. The final analysis results support all the assumptions that in the social e-commerce site, the users´ interpersonal and information-sharing do have significant positive impact on the amount and the dispersion rate of products´ eWoM.