Title: Exploring the factors motivating e-service users' WOM behaviour

Authors: Hongxiu Li; Yong Liu; Reima Suomi

Addresses: Information Systems Science, Department of Management, Turku School of Economics, University of Turku, FI-20014, Turku, Finland ' Department of Computer Science and Engineering, University of Oulu, FI-90014, Oulu, Finland ' Information Systems Science, Department of Management, Turku School of Economics, University of Turku, FI-20014, Turku, Finland

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.

Keywords: word of mouth; WOM behaviour; electronic services; e-services; service quality; customer satisfaction; perceived usefulness; motivation; online travel services.

DOI: 10.1504/IJSTM.2013.055633

International Journal of Services Technology and Management, 2013 Vol.19 No.4/5/6, pp.187 - 200

Available online: 30 Jul 2013 *

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