Exploring the factors motivating e-service users' WOM behaviour
by Hongxiu Li; Yong Liu; Reima Suomi
International Journal of Services Technology and Management (IJSTM), Vol. 19, No. 4/5/6, 2013

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.

Online publication date: Wed, 30-Apr-2014

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