Factors influencing electronic word of mouth (eWOM) intention among homestay customers : information system context
This study is to identify the factors influencing Homestay customers towards eWOM intention in Information System (IS) field. As an affordable alternative accommodation that serves unique environment, Homestay deliverables are still very difficult to be evaluated among consumers. Across the conti...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/18944/1/Factors%20influencing%20electronic.pdf |
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| Summary: | This study is to identify the factors influencing Homestay customers towards eWOM
intention in Information System (IS) field. As an affordable alternative
accommodation that serves unique environment, Homestay deliverables are still
very difficult to be evaluated among consumers. Across the continuous demand for
Homestay services, overwhelming online information causing consumers to depend
on eWOM as it is easier to refine and reflect the actual quality of services. In fact,
the acceleration of mobile sharing concept has permitted a splendid fast of eWOM
dissemination thus influence the decision making of travelers. Therefore it is
important that this study identifies the factors influencing eWOM intention in IS
field to help Homestay managers dominates their market with minimal resources
rather than costly and poorer results of traditional advertising. Thus this study aims
to close the research gap by adopting Theory of Information System Success by
Delone and Mclean (2003). In order to ensure a refined data was attained, set of
questionnaires were administered to 300 random sampling populations who had
experienced with Homestay website and services within the past six months. The
data was analyzed using SmartPLS Version 2 M3. The results of Structural Equation
Modelling (SEM) analysis shows that the a few factors influencing eWOM and it had
been discovered that satisfaction mediates relationships between perceived quality
and eWOM intention. |
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