The Influence of Innovating Customer Emotion and Professional Identity on Electronic Word-of-mouth Recommendation Behavior
QI Xiao-bo，ZHANG Feng-hua and ZHANG De-peng
（School of Management，Guangdong University of Technology，Guangzhou 510520，Guangdong，China）
Abstract：Innovating customers in social media participate in innovation activities with high emotions，which is only a kind of “self-entertainment”；and it is urgent for the sales social media enterprises to expand sales through electronic word- of- mouth. This practical problem shows that it is of great significance to explore the influence mechanism of innovating customer emotion on electronic word- of- mouth recommendation behavior for social media enterprises to expand market of sales. Based on the theory of affective events and social identity，the authors explore the influence of innovating customer emotion and professional identity on electronic word- of- mouth recommendation behavior. 452 valid questionnaires are analyzed by SPSS 21.0 and AMOS 24.0. The results show that：innovating customer emotion has a significant positive effect on electronic word- of- mouth recommendation behavior and professional identity，professional identity has a significant positive effect on electronic word- of- mouth recommendation behavior，and professional identity plays a mediation role between innovating customer emotion and electronic word- of- mouth recommendation behavior；and compared with high professional status and high social status，low professional status and low social status have a stronger moderating effect on the relationship between professional identity and electronic word-ofmouth recommendation behavior，and the second stage has a moderated mediation. In practice，sales social media enterprises should effectively understand the influencing mechanism of innovating customer emotion on electronic word- of- mouth recommendation behavior，guide the innovating customers with low professional status and low social status to enhance their professional identity，and finally effectively expand the electronic word-of-mouth recommendation market on social media platforms.
Key words：innovating customer emotion；professional identity；professional status；social status；electronic word- ofmouth recommendation behavior