Title: Understanding the WOM behaviour of e-service users: an empirical study in online travel services

Authors: Hongxiu Li; Reima Suomi

Addresses: Institute of Information Systems Science, Department of Management and Entrepreneurship, Turku School of Economics, University of Turku, Turku, 20014, Finland ' Institute of Information Systems Science, Department of Management and Entrepreneurship, Turku School of Economics, University of Turku, Turku, 20014, Finland

Abstract: This study proposed a research model to explore the WOM behaviour of e-service users based on the IS post-acceptance model. The research model was empirically tested in the research context of online travel services with data collected in China. The research results indicate that perceived usefulness and user satisfaction affect e-service users' WOM behaviour positively together with trust. Perceived usefulness was found to exert the strongest influence on WOM behaviour followed by satisfaction and trust. The implications for theories and practice are also discussed.

Keywords: word of mouth; WOM behaviour; ECT; expectation confirmation theory; perceived usefulness; user satisfaction; trust; e-services; online travel services; online services; electronic services; e-service users; China.

DOI: 10.1504/IJNVO.2016.079177

International Journal of Networking and Virtual Organisations, 2016 Vol.16 No.3, pp.221 - 235

Received: 18 Mar 2015
Accepted: 14 Jul 2015
Published online: 21 Sep 2016 *

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