The Effects of SNS Information Characteristics on Electronic Word-of-Mouth Activities: Focusing on the Moderating Role of Consumer Acceptance

SNS is a powerful media for electronic word-of-mouthmarketing. Recently the availability of internet-base communication could have a significant effect on electronic word-of-mouth activities. Themost advantage of online information such as SNS is the higher credibility than offline information. This research studied the influence of SNS information characteristics on consumer’s acceptance of information and electronic word-of mouth activities. The major finding in this study was that electronic word-of mouth communication was influenced the characteristics of SNS information(that is, pleasure, vividness, newness, consensus) by mediating through the consumers’ acceptance of SNS information. Thus the study found that the acceptance of SNS information was more likely to engage in electronicWOMcommunication. The contribution of this study is to try to the effect of SNS informations on electronic word-of mouth activity for the first time. Thus the results fromthis study have enhanced the existing knowledge of consumer behavior andword-ofmouth communication.