Relationships between Antecedents, Attitude, and Behavioral Intention on Electronic Word of Mouth in Service Business
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Published:
Dec 27, 2019
Keywords:
Word of mouth Electronic word of mouth Service business Survey research
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Abstract
This survey research had two objectives to study: (1) the relationships between antecedents (which consisted of technology acceptance, subjective norms, service satisfaction, and motivations to articulate electronic word of mouth) and attitude towards electronic word of mouth, and (2) the relationship between attitude towards electronic word of mouth and behavioral intention to use electronic word of mouth. Self-administered questionnaires were used to collect data from 400 males and females, aged 22 to 34 years old in Bangkok, who had articulated electronic word of mouth about either restaurants or mobile service providers, in the last six months. The findings showed that all antecedents, that is, technology acceptance, subjective norms, service satisfaction and motivations to articulate electronic word of mouth, were significantly positive correlated with attitude towards electronic word of mouth in both service businesses. In addition, attitude towards electronic word of mouth were positively correlated with behavioral intention to use electronic word of mouth in both service businesses.
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คนไทยชอบบอกต่อ. (2557). วันที่เข้าถึงข้อมูล 28 กุมภาพันธ์ 2559, แหล่งที่มา https://clookclick.wordpress.com/2014/04/24/talkative/
ปิยะฉัตร พรหมมา. (2556). การเปิดรับข่าวสาร ความผูกพัน และการตอบสนองของผู้บริโภคต่อการสื่อสารผ่านเฟซบุ๊กแฟนเพจ. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชานิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย.
สำนักงานสถิติแห่งชาติ. (2558). สำรวจการมีการใช้เทคโนโลยีสารสนเทศและการสื่อสารในครัวเรือน พ.ศ. 2558. วันที่เข้าถึงข้อมูล 1 มีนาคม 2559, แหล่งที่มา http://service.nso.go.th/nso/nsopublish/themes/files/icthh_pdf_58.pdf
ACCENTURE ชี้พฤติกรรมผู้บริโภคชาวไทย เน้นหาข้อมูลสินค้าออนไลน์แถมขี้ฟ้อง! (2557). วันที่เข้าถึงข้อมูล 26 กุมภาพันธ์ 2559, แหล่งที่มา http://www.nuttaputch.com/accenture-research-thai-consumer-2013/
ภาษาอังกฤษ
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(1), 179-211.
Akrimi, Y., & Khemakhem, R. (2012). What drive consumers to spread the word in social media? Retrieved March 18, 2016, from http://www.ibimapublishing.com/journals/ JMRCS/2012/969979/969979.pdf
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Mifflin.
Bahri-Ammari, N., & Mraidi, S. (2016). Loyalty strategy and social-CRM: How consumers adhere to the tools. Competitive Social Media Marketing Strategies, 64, 1-48.
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24, 586-607.
Breakenridge, D. (2008). PR 2.0: New media, new tools, new audiences. Upper Saddle River, NJ: FT Press.
Breazeale, M. (2009). Word of mouse: An assessment of electronic word-of-mouth research. International Journal of Market Research, 51(3), 297-318.
Cha, J. (2011). Exploring the internet as a unique shopping channel to sell both real and virtual items. Journal of Electronic Commerce Research, 12(2), 115-132.
Cheung, C., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms? Decision Support Systems, 53(1), 218–225.
Choi, G., & Chung, H. (2013). Applying the technology acceptance model to social networking sites (SNS). International Journal of Human-Computer Interaction, 29(10), 619-628.
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change--how user-generated content really affects brands. Journal of Advertising Research, 52(1), 53-65.
Chu, S. U., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16-25.
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
de Matos, C. A., & Rossi, C. A. (2008). Word-of-mouth communications in marketing. Journal of the Academy of Marketing Science, 36(4), 578-596.
Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268.
Dellarocas, C. (2003). The digitization of word-of-mouth: Promise and challenges of online reputation system. Management Science, 49(10), 1407-1424.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Han, S. M. (2008). Motivations for providing and seeking ewom: A cross cultural comparison of U.S. and Korean college students. (Doctoral thesis), Michigan State University.
Hansen, S. S., & Lee, J. K. (2013). What drives consumers to pass along marketer-generated eWOM in social network games? Social and game factors in play. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 53-68.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Hsu, C. L., Lu, H. P., & Hsu, H. H. (2007). Adoption of the mobile internet: an empirical study of multimedia message service (MMS). Omega, 35(6), 715-726.
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-of-mouth: Challenges and opportunities. Procedia Computer Science, 3, 42-46.
Kotler, P., & Keller, K. L. (2014). Marketing management (14th ed.). Upper Saddle River,NJ: Pearson/Prentice-Hall.
Liang., S. W., Ekinci, Y., Occhiocupo, N., & Whyatt, G. (2013). Antecedents of travellers' electronic word-of-mouth communication. Journal of Marketing Management, 29(5-6), 584-606.
Lovelock, C. H., & Wirtz, J. (2011). Services marketing: People, technology, strategy (7th ed.). Upper Saddle River, NJ: Pearson/Prentice-Hall.
Lu, J., Yu, C., Liu, C., & Yao, J. E. (2003). Technology acceptance model for wireless internet. Internet Research, 13(3), 206-222.
Lu, Y., Zhou, T., & Wang, B. (2009). Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory. Journal Computers in Human Behavior, 25(1), 29-39.
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassarijian, & T. S. Robertson (Eds.), Perspectives in consumer behavior (4th ed., pp. 317-339). Englewood Cliffs, NJ: Prentice Hill.
Luna-nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues & Research in Advertising, 36(1), 1-19.
Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11/12), 475-1494.
Meuter, M. L., McCabe, D. B., & Curran, J. M. (2013). Electronic word-of-mouth versus interpersonal word-of-mouth: Are all forms of word-of-mouth equally influential? Services Marketing Quarterly, 34(3), 240-256.
Moeller, S. (2010). Characteristics of services - A new approach uncovers their value. Journal of Services Marketing, 24(5), 359-368.
Munzel, A., & Kunz, W. H. (2014). Customer-to-customer interactions within online review sites. Customer & Service Systems, 25(1), 49-74.
Nyilasy, G. (2006). Word of mouth: What we really know - and what we don’t. In J. Kirby, & P. Marsden (Eds.), Connected marketing: The viral, buzz and word of mouth revolution (pp. 161-184). Oxford, UK: Routledge.
Sandes, F. S., & Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: Exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181-197.
Shek, S. P., & Sia, C. L. (2008). Understanding the motivations of consumer knowledge sharing in online community. In P. Dan (Ed.), AMCIS 2008 Proceedings (pp. 1-7). Toronto, Canada: Americas Conference on Information Systems.
Silverman, G. (2011). The secrets of word-of-mouth marketing: How to trigger exponential sales through runaway word of mouth (2nd ed.). New York, NY: American Management Association.
Solomon, M. R. (2015). Consumer behavior: Buying, having, and being (11th ed.). Boston, MA: Pearson.
Son, H. S. (2011). Adoption of Twitter and its effectiveness in e-WOM (Unpublished doctoral dissertation, University of Florida).
Sweeney, J. C, Soutar, G. N., & Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: Receiver perspectives. European Journal of Marketing, 42(3/4), 344-346.
Valck, K., Bruggen, G. H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47, 185-203.
Wangenheim, F., & Bayón, T. (2007). The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition. Journal of the Academy of Marketing Science, 35(2), 233-249.
Yang, H., & Zhou, L. (2011). Extending TPB and TAM to mobile viral marketing: An exploratory study on American young consumers’ mobile viral marketing attitude, intent and behavior. Journal of Targeting, Measurement and Analysis for Marketing, 19(2), 85-98.
Yap, K., Soetarto, B., & Sweeney, J. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender's perspective. Australasian Marketing Journal, 21(1), 66-74.
ปิยะฉัตร พรหมมา. (2556). การเปิดรับข่าวสาร ความผูกพัน และการตอบสนองของผู้บริโภคต่อการสื่อสารผ่านเฟซบุ๊กแฟนเพจ. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชานิเทศศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย.
สำนักงานสถิติแห่งชาติ. (2558). สำรวจการมีการใช้เทคโนโลยีสารสนเทศและการสื่อสารในครัวเรือน พ.ศ. 2558. วันที่เข้าถึงข้อมูล 1 มีนาคม 2559, แหล่งที่มา http://service.nso.go.th/nso/nsopublish/themes/files/icthh_pdf_58.pdf
ACCENTURE ชี้พฤติกรรมผู้บริโภคชาวไทย เน้นหาข้อมูลสินค้าออนไลน์แถมขี้ฟ้อง! (2557). วันที่เข้าถึงข้อมูล 26 กุมภาพันธ์ 2559, แหล่งที่มา http://www.nuttaputch.com/accenture-research-thai-consumer-2013/
ภาษาอังกฤษ
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(1), 179-211.
Akrimi, Y., & Khemakhem, R. (2012). What drive consumers to spread the word in social media? Retrieved March 18, 2016, from http://www.ibimapublishing.com/journals/ JMRCS/2012/969979/969979.pdf
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Mifflin.
Bahri-Ammari, N., & Mraidi, S. (2016). Loyalty strategy and social-CRM: How consumers adhere to the tools. Competitive Social Media Marketing Strategies, 64, 1-48.
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24, 586-607.
Breakenridge, D. (2008). PR 2.0: New media, new tools, new audiences. Upper Saddle River, NJ: FT Press.
Breazeale, M. (2009). Word of mouse: An assessment of electronic word-of-mouth research. International Journal of Market Research, 51(3), 297-318.
Cha, J. (2011). Exploring the internet as a unique shopping channel to sell both real and virtual items. Journal of Electronic Commerce Research, 12(2), 115-132.
Cheung, C., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms? Decision Support Systems, 53(1), 218–225.
Choi, G., & Chung, H. (2013). Applying the technology acceptance model to social networking sites (SNS). International Journal of Human-Computer Interaction, 29(10), 619-628.
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change--how user-generated content really affects brands. Journal of Advertising Research, 52(1), 53-65.
Chu, S. U., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16-25.
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
de Matos, C. A., & Rossi, C. A. (2008). Word-of-mouth communications in marketing. Journal of the Academy of Marketing Science, 36(4), 578-596.
Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268.
Dellarocas, C. (2003). The digitization of word-of-mouth: Promise and challenges of online reputation system. Management Science, 49(10), 1407-1424.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Han, S. M. (2008). Motivations for providing and seeking ewom: A cross cultural comparison of U.S. and Korean college students. (Doctoral thesis), Michigan State University.
Hansen, S. S., & Lee, J. K. (2013). What drives consumers to pass along marketer-generated eWOM in social network games? Social and game factors in play. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 53-68.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Hsu, C. L., Lu, H. P., & Hsu, H. H. (2007). Adoption of the mobile internet: an empirical study of multimedia message service (MMS). Omega, 35(6), 715-726.
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-of-mouth: Challenges and opportunities. Procedia Computer Science, 3, 42-46.
Kotler, P., & Keller, K. L. (2014). Marketing management (14th ed.). Upper Saddle River,NJ: Pearson/Prentice-Hall.
Liang., S. W., Ekinci, Y., Occhiocupo, N., & Whyatt, G. (2013). Antecedents of travellers' electronic word-of-mouth communication. Journal of Marketing Management, 29(5-6), 584-606.
Lovelock, C. H., & Wirtz, J. (2011). Services marketing: People, technology, strategy (7th ed.). Upper Saddle River, NJ: Pearson/Prentice-Hall.
Lu, J., Yu, C., Liu, C., & Yao, J. E. (2003). Technology acceptance model for wireless internet. Internet Research, 13(3), 206-222.
Lu, Y., Zhou, T., & Wang, B. (2009). Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory. Journal Computers in Human Behavior, 25(1), 29-39.
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassarijian, & T. S. Robertson (Eds.), Perspectives in consumer behavior (4th ed., pp. 317-339). Englewood Cliffs, NJ: Prentice Hill.
Luna-nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues & Research in Advertising, 36(1), 1-19.
Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11/12), 475-1494.
Meuter, M. L., McCabe, D. B., & Curran, J. M. (2013). Electronic word-of-mouth versus interpersonal word-of-mouth: Are all forms of word-of-mouth equally influential? Services Marketing Quarterly, 34(3), 240-256.
Moeller, S. (2010). Characteristics of services - A new approach uncovers their value. Journal of Services Marketing, 24(5), 359-368.
Munzel, A., & Kunz, W. H. (2014). Customer-to-customer interactions within online review sites. Customer & Service Systems, 25(1), 49-74.
Nyilasy, G. (2006). Word of mouth: What we really know - and what we don’t. In J. Kirby, & P. Marsden (Eds.), Connected marketing: The viral, buzz and word of mouth revolution (pp. 161-184). Oxford, UK: Routledge.
Sandes, F. S., & Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: Exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181-197.
Shek, S. P., & Sia, C. L. (2008). Understanding the motivations of consumer knowledge sharing in online community. In P. Dan (Ed.), AMCIS 2008 Proceedings (pp. 1-7). Toronto, Canada: Americas Conference on Information Systems.
Silverman, G. (2011). The secrets of word-of-mouth marketing: How to trigger exponential sales through runaway word of mouth (2nd ed.). New York, NY: American Management Association.
Solomon, M. R. (2015). Consumer behavior: Buying, having, and being (11th ed.). Boston, MA: Pearson.
Son, H. S. (2011). Adoption of Twitter and its effectiveness in e-WOM (Unpublished doctoral dissertation, University of Florida).
Sweeney, J. C, Soutar, G. N., & Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: Receiver perspectives. European Journal of Marketing, 42(3/4), 344-346.
Valck, K., Bruggen, G. H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47, 185-203.
Wangenheim, F., & Bayón, T. (2007). The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition. Journal of the Academy of Marketing Science, 35(2), 233-249.
Yang, H., & Zhou, L. (2011). Extending TPB and TAM to mobile viral marketing: An exploratory study on American young consumers’ mobile viral marketing attitude, intent and behavior. Journal of Targeting, Measurement and Analysis for Marketing, 19(2), 85-98.
Yap, K., Soetarto, B., & Sweeney, J. (2013). The relationship between electronic word-of-mouth motivations and message characteristics: The sender's perspective. Australasian Marketing Journal, 21(1), 66-74.