| Abstract [eng] |
The objective of the study was to determine the influence of personal characteristics, gratitude and satisfaction on consumers’ intention to spread positive feedback on social media. In this dissertation, three factors were evaluated as stimulants: empathy, benevolence, reciprocity. Gender, age, religiosity and a sense of gratitude were examined as personal characteristics. Gratitude, satisfaction, and commitment were chosen as moderating factors. eWOM was explored as a form of loyalty. The dissertation presents three studies: 1) Qualitative research – a systematic analysis of the gratitude factor. In the course of the research, the theoretical conceptual basis of the concept of gratitude was refined and the instruments for measuring the emotion of gratitude were identified; 2) Pilot quantitative study, during which a research model was developed, a research method was selected, a questionnaire was developed and tested; 3) Quantitative research, during which the objective of the research was achieved. Studies have shown as follows: 1) gratitude can influence eWOM through commitment: 2) satisfaction had a greater impact on commitment; 3) in the case of gratitude, although the direct influence on the commitment was insignificant, it was obtained that gratitude can have a strong influence on the commitment through satisfaction; 4) commitment had the strongest influence on eWOM, the impact of satisfaction was also significant, while gratitude did not have a significant direct impact on eWOM; 5) gratitude, although not directly related to commitment, had a strong influence on this factor through satisfaction; 6) when assessing the factors of gratitude and satisfaction separately, the influence of gratitude on eWOM was stronger than that of satisfaction; 7) gender did not have a moderating effect on any of the factors used in the study; 8) in terms of age category, dissonance could be observed: although older consumers tended to stronger spread eWOM than younger users, younger users had a higher overall level of appreciation; 9) a person’s religiosity had a strong influence on the intention to spread eWOM; 10) the presented situations of high emotional level and low emotional level differed significantly from each other, which means that the scales were designed correctly and measured the factors that they were intended to measure; 11) satisfaction in a situation of low emotional level was more influenced by empathy, the influence of benevolence was slightly weaker, while the impact of reciprocity was insignificant; 12) as for satisfaction in high-level situations, empathy, benevolence and reciprocity acted almost equally similarly; 13) in situations of low emotional level, gratitude was more influenced by empathy, benevolence was less impacted, while reciprocity had no effect; 14) in situations with a high emotional level, gratitude was mostly influenced by benevolence, to a lesser extent by empathy, while the effect of reciprocity was very weak. |
