Development of the internet and electronic media provide a convenient platform for travellers to instantly share their experiences. Known as electronic word-of-mouth (eWOM), it offers a powerful source of information and can also act as an effective marketing tool. Existing studies have focused on the conceptualisation and influences of eWOM communication, but limited attention has been given to the antecedents of it from the attitUdinal perspective within the tourism industry. This study aims to fulfil that gap. Data from international travellers having experience of eWOM communication was collected through online focus groups and survey questionnaire. Content analysis and structural equation modelling were employed for data analysis respectively. Based on the literature review and online focus group findings three key antecedents were identified, being: Adoption of Electronic Communication Technology, Motivation for eWOM Communication and Subjective Norm. Thereafter, a conceptual framework was proposed to bring these three antecedents together for the first time. This was empirically tested, particularly examining the influences of the overall attitude and behavioural intention of eWOM communication. Survey results showed that the overall attitude towards eWOM communication plays an important role in the understanding of the eWOM communication behaviour of travellers, serving as a mediator between antecedents and behavioural intention. From the theoretical perspective, this study fulfils the research gap through exploring the antecedents of eWOM communication from the attitudinal perspective. A new conceptual framework is therefore empirically validated providing the basis for replication within future studies. Through employing the Technology Acceptance Model, Functional Theory of Attitude, Subjective Norm and Consumer Attitude, this study contributes to extending those theories in the context of eWOM communication within the tourism industry. Regarding managerial implications, this research identifies the antecedents of eWOM communication behaviour of travellers, which could help practitioners stimul
Liang, S
Year: 2013
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