An attempt is made to explore the predicting factors of the perception of product comments on word‐of‐mouth through social
media (social‐WOM). The concept of the Social Information Processing theory is borrowed to develop a 4‐stage framework in
which 4 determinants drive the 2 perceptions of sWOM product comments through 2 sequential intervening mediators. The field
study is conducted in Taiwan. Survey data are collected…