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

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.