Factors affecting Electronic Word-Of-Mouth (EWOM) adoption of restaurant reviews in Facebook / Zubaidah Mohd Ali Tan
The importance of internet is undeniable and the number of internet users keeps on increasing. In addition, the trend of social media usage in hospitality industry is becoming more obvious including from restaurant service industry. The Information Adoption Model is use to examine the factors tha...
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| Format: | Thesis |
| Language: | English |
| Published: |
2013
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| Online Access: | http://ir.uitm.edu.my/id/eprint/12064/ http://ir.uitm.edu.my/id/eprint/12064/1/TM_ZUBAIDAH%20MOHD%20ALI%20TAN%20HM%2010_5%201.pdf |
| Summary: | The importance of internet is undeniable and the number of internet users keeps on
increasing. In addition, the trend of social media usage in hospitality industry is
becoming more obvious including from restaurant service industry. The Information
Adoption Model is use to examine the factors that influenced the adoption of electronic
word-of-mouth (eWOM) from social network site (SNS). Survey data collected from 305
users of Facebook indicated that argument quality and source credibility influenced the
perceived information usefulness and information adoption. Comprehensiveness,
Timeliness, Relevance, and Source Trustworthiness were significantly related to
perceived information usefulness of restaurant reviews. The findings of the study also
provide several insights for foodservice establishment. |
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