A1 Refereed original research article in a scientific journal
Exploring the factors motivating e–service users' WOM behaviour
Authors: Li Hongxiu, Liu Yong, Suomi Reima
Publisher: Inderscience Publishers
Publication year: 2013
Journal: International Journal of Services Technology and Management
Volume: 19
Issue: 4-6
First page : 187
Last page: 200
eISSN: 1741-525X
Abstract
Post adoption behaviours have been a hot topic in IS research.
However, little research has been conducted to explore important post adoption
behaviour – word of mouth. This paper investigated the factors influencing
individual e-service users’ word of mouth behaviour based on an empirical
study in the context of online travel services. This study found that satisfaction,
perceived usefulness and service quality affect e-service users’ word of mouth
positively. The study results imply that individuals would like to spread word
of mouth more based on e-service attributes and service performance than on
their own affect.
Post adoption behaviours have been a hot topic in IS research.
However, little research has been conducted to explore important post adoption
behaviour – word of mouth. This paper investigated the factors influencing
individual e-service users’ word of mouth behaviour based on an empirical
study in the context of online travel services. This study found that satisfaction,
perceived usefulness and service quality affect e-service users’ word of mouth
positively. The study results imply that individuals would like to spread word
of mouth more based on e-service attributes and service performance than on
their own affect.
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