Factors affecting Electronic Word-Of-Mouth (EWOM) adoption of restaurant reviews in Facebook / Zubaidah Mohd Ali Tan

Mohd Ali Tan, Zubaidah (2013) Factors affecting Electronic Word-Of-Mouth (EWOM) adoption of restaurant reviews in Facebook / Zubaidah Mohd Ali Tan. Masters thesis, Universiti Teknologi MARA.

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Abstract

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.

Item Type: Thesis (Masters)
Creators:
CreatorsEmail
Mohd Ali Tan, ZubaidahUNSPECIFIED
Subjects: H Social Sciences > HM Sociology > Groups and organizations > Social groups. Group dynamics > Social networks
T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Divisions: Faculty of Hotel and Tourism Management
Item ID: 12064
Uncontrolled Keywords: Electronic Word-of-Mouth, Social Network Sites, Information Adoption, Argument Quality, Source Credibility, Information Usefulness, Information Adoption Model
Last Modified: 14 May 2016 07:54
Depositing User: Admin Pendigitan PTAR
URI: http://ir.uitm.edu.my/id/eprint/12064

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