Motivations for eWOM communication in microblogging in U.S. and China : a conceptualized social cognitive perspective

This report is conceptualized as a research proposal that aims to investigate culturally differentiated consumers' motivations to engage in electronic word-of-mouth (eWOM) communication through one of the newest and most popular social networking sites: micro-blogging service in the U.S and China. Instead of actually collecting data, the report uses a social cognitive approach and tries to explain eWOM motives in outcome expectations by applying Bandura’s six outcome expectations and three additional dimensions to eWOM communication, some of which will be influenced by apparent cultural differences that exist between U.S and China.