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Exploring the Different Roles of Service Quality, Satisfaction and Perceived Usefulness in Generating WOM in E-Service Context

Hongxiu Li, Yong Liu, Reima Suomi, Exploring the Different Roles of Service Quality, Satisfaction and Perceived Usefulness in Generating WOM in E-Service Context. In: Wilfred V. Huang (Ed.), proceedings of the 11th Wuhan International Conference on E-business, 1–10, AIS eL, 2012.

Abstract:

Post adoption behaviours of e-service users are important for e-service providers to increase both their revenues and profits. WOM, as an important post adoption behavior, have not received the attention of IS researchers. The current paper develops a model to investigate the factors influencing individual e-service users’ Word of Mouth (WOM) behavior. Based on 543 useful questionnaires, the research model is empirically tested together with a number of hypotheses. The results show that satisfaction together with perceived usefulness and service quality positively impact users’ recommendations of e-service to others. The study finding implies that individuals would like to spread WOM more based on e-service attributes and service performance than on their own affect. Finally, the implications to theories and practice are discussed as well.

BibTeX entry:

@INPROCEEDINGS{inpLiLiSu12b,
  title = {Exploring the Different Roles of Service Quality, Satisfaction and Perceived Usefulness in Generating WOM in E-Service Context},
  booktitle = {proceedings of the 11th Wuhan International Conference on E-business},
  author = {Li, Hongxiu and Liu, Yong and Suomi, Reima},
  editor = {Huang, Wilfred V.},
  publisher = {AIS eL},
  pages = {1–10},
  year = {2012},
}

Belongs to TUCS Research Unit(s): UTU Information Systems Science (ISS)

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