期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：3
页码：1370-1386
DOI：10.6007/IJARBSS/v11-i3/8837
语种：English
出版社：Human Resource Management Academic Research Society
摘要：This study aims to identify the antecedents of eWOM in the context of online airline ticket purchase intention by Malaysian consumers. Additionally, this study also seeks to examine the relationship between eWOM and purchase intention. The research model was examined by employing survey questionnaire method obtained from 530 Malaysian consumers through mall-intercept method and data was analyzed using PLS. The findings revealed that information usefulness, source credibility, information accuracy, and information timeliness have a positive and significant relationship with eWOM and involvement moderates the relationships between eWOM and purchase intention. Despite the fact that this study is limited to eWOM in the context of online airline tickets purchasing of Malaysian Facebook users, it is expected to be of value to airline and travel organizations in Malaysia. This study extends the applicability of S-O-R Model and ELM Model to the eWOM domain in the context of social media, with an approach to investigate consumer’s purchase intention.
