How information acceptance model predicts customer loyalty?

Abstract

PurposeThis study aims to explore the influence of electronic word of mouth (eWOM) in social media on customer loyalty by using the information acceptance model (IACM). For this purpose, this study identified the relationship of attitude towards information, information credibility, information quality and information with information usefulness. Later, the relation of information usefulness and information adoption was examined. According to the IACM, this information adoption and attitude towards information can affect behavioural outcomes of customer, and the authors used customer loyalty as a behavioural outcome.Design/methodology/approachThis study collected the data from students enrolled in different universities of Thailand. More specifically, those students were considered appropriate for study who were active Facebook users. Therefore, a questionnaire was posted in 83 different Facebook groups of university students, from which 771 students responded properly. SPSS and AMOS 24 were used to conduct data reliability, descriptive and correlation analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM).FindingsThe study found that credibility, quality, usefulness and adoption of information, need of information and attitude towards information are the key factors of eWOM in social media that influence consumers’ loyalty.Practical implicationsThis study will be helpful for marketing managers in studying patterns of customer loyalty because many studies have previously examined purchase behaviour or purchase intention only. Moreover, it will provide framework to marketers for understanding the influence of eWOM information in social media on customer loyalty.Originality/valueThis study is to explore the effect of credibility, quality, usefulness and adoption of information, need of information and attitude towards information on consumers’ loyalty.