The Effect of Product Innovativeness on Online Consumer Engagement Through the Mediating Role of Intrinsic Motivation and Ewom.

EasyChair Preprint no. 11712

Abstract

This study investigates the impact of product innovation on customer engagement online. More precisely, we suggest that this association is mediated by intrinsic motivation and online word-of-mouth. On the Facebook page for Macoco, a survey was published. The dataset includes a sample of 220 Macoco product buyers, and structural equation modeling is used to evaluate the data. The findings demonstrate that product innovation only indirectly influences online customer engagement through the involvement of other factors, such as intrinsic motivation and, in our case, online word of mouth. The results also imply that word-of-mouth mediation between product innovation and online customer involvement is more effective than intrinsic motivation mediation. This study is a pioneer in figuring out how people are drawn to innovative products on social media. A lot of online shoppers seem to be drawn to innovative products that spread good word of mouth and affect consumers' intrinsic motivation, giving firms a better competitive edge to outperform their rivals in the market.

Keyphrases: Electronic word-of-mouth., intrinsic motivation, online engagement, Product innovativenes

@Booklet{EasyChair:11712,
  author = {Louati Fatma and Drira Fatma and Damak Mouna},
  title = {The Effect of Product Innovativeness on Online Consumer Engagement Through the Mediating Role of Intrinsic Motivation and Ewom.},
  howpublished = {EasyChair Preprint no. 11712},

  year = {EasyChair, 2024}}