The Impact of Conformity Shopping Motivation on Electronic Word-of-Mouth: The Mediating Role of Perceived Value—An Empirical Study Based on the S-O-R Model

Chenqi Zhang

doi:10.54254/2754-1169/2025.GL29178

Advances in Economics, Management and Political SciencesOpen access

The Impact of Conformity Shopping Motivation on Electronic Word-of-Mouth: The Mediating Role of Perceived Value—An Empirical Study Based on the S-O-R Model

Research Article

Open Access

The Impact of Conformity Shopping Motivation on Electronic Word-of-Mouth: The Mediating Role of Perceived Value—An Empirical Study Based on the S-O-R Model

Chenqi Zhang ^1*

¹ East China University of Science and Technology

^*Corresponding author: emon0419zcq@163.com

Published on 5 November 2025

AEMPS Vol.236

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-505-9

ISBN (Online): 978-1-80590-506-6

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Abstract

In the era of social media, consumers’ purchase decisions are often influenced by external factors, leading to conformity in shopping behavior. Such conformity motivation may further shape their electronic word-of-mouth (eWOM) behavior. This paper examines the mechanism through which conformity shopping behavior influences eWOM and tests the mediating effects of functional value, emotional value, and social value. The study aims to enrich eWOM theory by integrating the roles of social motivation and perceived value, while also providing practical insights for brands seeking to leverage conformity effects in social media communication. Data were collected from 200 social media users via an online survey about their most recent shopping experiences. The results indicate that conformity motivation significantly promotes eWOM behavior, primarily through the perception of functional value. Emotional value did not exhibit a mediating effect, while social value showed a potential but insignificant mediating role.

Keywords:

conformity motivation, consumer psychology, perceived value, electronic word-of-mouth(eWOM), S-O-R (Stimulus–Organism–Response) framework

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