Impact of Mobile Electronic Word of Mouth (EWOM) on Consumers Purchase Intentions in the Fast-Causal Restaurant Industry in Indonesia

被引：0
|
作者：
Yan, Xiangbin [1 ]
Shah, Adnan Muhammad [1 ]
Zhai, Li [2 ]
Khan, Salim [1 ]
Shah, Syed Asad Ali [1 ]
机构：
[1] Harbin Inst Technol, Harbin, Heilongjiang, Peoples R China
[2] Jilin Univ Finaance & Econ, Changchun, Jilin, Peoples R China
来源：
PROCEEDINGS OF THE 51ST ANNUAL HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS) | 2018年
关键词：
BRAND EQUITY; SOCIAL MEDIA; SERVICES;
D O I：
暂无
中图分类号：
TP301 [理论、方法];
学科分类号：
081202 ;
摘要：
Latest media technology may shape consumers' new motivations for disseminating word of mouth via mobile social networking sites (SNSs).This research aims to investigate the impact of social media marketing activities in terms of mobile eWOM on different dimensions of online CBBE and behavioral intentions towards online fast causal restaurant industry, using the S-O-R consumer response model. Participants (n= 351) resided in Indonesia and had prior experience of mobile application usage. SEM was used to analyze the data. The results indicate that mobile eWOM (stimulus) significantly influenced both consumer emotional, affective and cognitive responses. The emotional affective and cognitive responses significantly influenced behavioral responses. In addition, full mediation effects of CBBE were found between mobile eWOM and consumer response. Study findings emphasize the importance of examining consumer response in terms of mobile eWOM and CBBE. This study offers important theoretical and practical contributions to restaurant operators.
引用
收藏
页码：3801 / 3810
页数：10
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