Effects of Restaurant Satisfaction and Knowledge Sharing Motivation on eWOM Intentions
Effects of Restaurant Satisfaction and Knowledge Sharing Motivation on eWOM Intentions
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DOI：
10.1177/1096348013515918
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发表时间：
2017-01
影响因子：
4.2
通讯作者：
Fiona X. Yang
中科院分区：
文献类型：
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作者：
Fiona X. Yang
消费者生成媒体（CGM）的增长促进了在线知识共享和电子口碑（eWOM）的普及。虽然电子口碑这一话题引起了学术界和工业界的广泛关注，但针对影响电子口碑意图的因素的研究却很少发表。本研究以知名餐厅评论网站 Openrice.com 为例，在综合框架中探讨了电子口碑意图的三个预测因素：体验因素（餐厅满意度）、知识共享因素（利己和利他需求）和技术接受因素（感知有用性和感知易用性）。此外，还研究了技术接受因素对经验/知识共享因素与电子口碑意图之间关系的调节作用。研究结果表明，（1）个人的利他需求触发积极的电子口碑，（2）网站的感知有用性对电子口碑意图有显着的主要影响，（3）感知有用性显着调节满足/利己需求与电子口碑意图之间的关系。这些讨论还为研究和实践提供了启示和管理见解。
The growth of consumer-generated media (CGM) has promoted the popularity of online knowledge sharing and electronic word-of-mouth (eWOM). While the topic of eWOM has drawn much attention in academy and industry, little research has been published addressing the factors influencing eWOM intentions. Using a well-known restaurant review website, Openrice.com, as an example, this study explored three predictors to eWOM intentions in an integrative framework: experience factor (restaurant satisfaction), knowledge sharing factors (egoistic and altruistic needs), and technology acceptance factors (perceived usefulness and perceived ease-of-use). In addition, the moderating role of technology acceptance factors on the relationships between experience/knowledge sharing factors and eWOM intentions were examined. The results of the study indicate that (1) individuals’ altruistic needs trigger positive eWOM, (2) the perceived usefulness of the website has a significant main effect on eWOM intentions, and (3) the perceived usefulness significantly moderates the relationships between satisfaction/egoistic needs and eWOM intentions. The discussions also provide implications and managerial insights for research and practice.