Factors influencing consumer electronic word-of-mouth intention among Gen-Y towards travel destination / Muhammad Ikram Badrul Hisham

Badrul Hisham, Muhammad Ikram (2018) Factors influencing consumer electronic word-of-mouth intention among Gen-Y towards travel destination / Muhammad Ikram Badrul Hisham. [Student Project] (Unpublished)

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Abstract

This research purpose is to study the factor influencing consumers’ eWOM intention among generation Y towards travel destination. Electronic word-of-mouth (eWOM) have received significant attention in recent years which could influence the purchasing decisions of consumers. Thus, eWOM can happen in an online communities such as communities of practice and online communities of interest. However, there is lack of understanding of motivation of consumers for exchanging information and knowledge online. EWOM can be seen in online consumers platforms such as consumer reviews websites, blogs, forum and social media sites, travel communities and many more. For example, tourists will search for information at TripAdvisor about a place they want to visit before making a purchasing decision. Therefore, this research will be focus on the population of generation Y and 101 sets of questionnaire was distributed in order to measure the data. This study also shows that 55.4% of the variance which includes egoism, collectivism, enjoyment of helping and moral obligation is significantly related to consumers’ eWOM intention. The results from this study shows that enjoyment of helping is the strongest factor that influence consumers’ eWOM intention.

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Item Type: Student Project
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Badrul Hisham, Muhammad Ikram
UNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor > Labor. Work. Working class > Youth
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Item ID: 21588
Uncontrolled Keywords: Electronic Word-Mouth-Mouth; Online consumers platforms; Egoism; Collectivism; Enjoyment of helping; Moral Obligation
URI: https://ir.uitm.edu.my/id/eprint/21588

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