Word Of Mouth Intention Research Articles

사회체육 참가자들의 신체적 자아개념과 자기관리가 만족도와 활동 후 행동에 미치는 영향

The purpose of this study is to popularize sports and expand the base by analyzing data on the effect of physical self-concept and self-management on satisfaction and post-activity behavior of social sports participants, and to provide important clues to researchers in the field of sports psychology. have. In order to achieve this purpose, as a result of a survey of 387 participants in social sports, the following conclusions were obtained. First, in the effect of physical self-concept on satisfaction and post-activity behavior of social and physical education participants, physical self-concept factors that affect satisfaction appeared as health, flexibility, and strength. Appearance, health, strength, and endurance were found to have an effect. Second, in the effect of self-management on satisfaction and post-activity behavior of social sports participants, the factors affecting self-management on satisfaction were body management and interpersonal management. Reparticipation intention was mental management, word of mouth intention was interpersonal. Management and mental management were found to have an effect.

The impact of customer engagement on customer happiness

AbstractPrevious studies have found relationships between variables that predict happiness and engagement. While this suggests that engagement is a basis for generating customer happiness, the literature does not provide sufficient confirmatory evidence. Thus, the effects of different engagement intensities remain unclear. Focusing on conditions related to the Starbucks brand, this study analyzed how (1) passive and active engagement impacted customer happiness and (2) happiness impacted word of mouth (WOM) and purchase intention. Data were collected through an online survey among 802 Peruvian customers, all of whom were recruited via non‐probabilistic sampling. Because two exogenous variables were considered formative (i.e., customer engagement and customer happiness), a partial least‐squares structural equation model (PLS‐SEM) was used for the analysis. In sum, engagement (both passive and active) significantly and positively impacted customer happiness, which then positively impacted WOM and purchase intention. Given that engagement is associated with variables that are broadly related to happiness, this study makes new contributions by (i) clarifying how customer engagement can generate customer happiness, (ii) identifying differences between active and passive engagement, and (iii) adding evidence for use in the debate on the purpose of marketing and traditional practices such as engagement. As discussed in the paper, these findings have theoretical and practical implications for brand managers.

The integrated power of gastronomic experience quality and accommodation experience to build tourists’ satisfaction, revisit intention, and word-of-mouth intention

ABSTRACT The purpose of this study is to investigate a comprehensive multidimensional model of the gastronomic and accommodation experiences of domestic tourists, their links to satisfaction, trust, revisit, and word-of-mouth (WOM) intention in Bangladesh. Moreover, the present research examines the mediating impacts of tourists’ satisfaction and trust by applying the stimulus-organism-response framework as its theoretical ground. An online survey was conducted to collect usable 365 cross-sectional data and is analyzed by structural equation modeling (SEM). Results confirm that gastronomic experience quality and accommodation experiences, accompanied by several sub-dimensions, have a significant impact on tourists’ satisfaction, trust, and promote repeat visits and WOM intentions. Our results evidenced that satisfaction and trust play important mediating roles, although trust has a few exceptions. This study suggests that industry managers should adopt content marketing strategies and policies that consider various sub dimensions of the gastronomic and accommodation experiences to provide valuable and relevant experiences for psychometric perceptions of tourists, which in turn allows the tourism business to achieve long-term goals and ensuring sustainability in this sector. Tourists’ perceptions of the quality of their gastronomic and accommodation experiences are offered as a tool for strategic experience design, and a model that explains their interactions with accommodation and gastronomy providers is provided.

Examining the determinants of consumer support for corporate social advocacy

PurposeUsing the theory of planned behavior (TPB) as a theoretical framework, this study investigates individual level psychological determinants of individuals word-of-mouth (WOM) intentions as a way to support corporate social advocacy (CSA).Design/methodology/approachAn online survey (N = 505) using a Qualtrics panel was conducted.FindingsIndividuals' attitudes towards WOM, subjective norms, and self-efficacy was positively associated with their positive WOM intention, whereas perceived controllability over WOM behaviors was not associated with WOM intention. Age was negatively associated with WOM intention.Originality/valueThis study is one of the early attempts to test individual level factors in shaping individuals' WOM intention in response to CSA. This study also employed recent TPB argument and tested the role of self-efficacy and perceived controllability on behavioral intentions in the context of corporate communication. The findings of this study offer theoretical and practical insights to corporations when developing CSA campaigns and designing CSA messages.

Impact of Customer Experience on Loyalty and WOM: A Mediation Mechanism of Positive Emotions

Purpose - Though word-of-mouth (WOM) intention has been checked as a dependent variable of some constructs such as loyalty, satisfaction, and trust in retail businesses but there is no study that investigated the effect of product and staff experience on behavioral outcomes i.e. loyalty and WOM intentions. The purpose of this study is to check how customer product and staff experience affect customer loyalty and WOM intention through the mediating role of customer positive emotions. 
 Methodology - The study was cross sectional in nature and the data was collected from customers and total 275 responses were used for analysis. Data was analyzed by using structural equation modeling technique.
 Findings - The findings indicate that product and staff experience have an indirect effect on loyalty and WOM intention through the mediation of positive emotions.
 Limitations - Current study only observed product and staff experience whereas there are many other experience that a customer faces during shopping. Secondly, data was collected form the Sialkot city only due to time constraints. Researchers just checked the mediating role of positive emotions. Role of moderating variables can also be checked in future.
 Originality/Value - This is the first study that find the Impact of Customer Experience on Loyalty and WOM through the mediation of positive emotions.

Understanding Vietnamese consumers’ perception and word-of-mouth intentions towards Airbnb

研究目的本文旨在全面了解越南消费者的感知价值, 并探讨其结构、满意度和 (e) 对 Airbnb 的口碑意图之间的关系。此外, 还研究了传统口碑（WOM）和电子口碑（eWOM）之间的关系。研究设计/方法/途径应用电子调查收集越南 Airbnb 客人样本的数据。共收集问卷 352 份, 剩余 163 名符合条件的 Airbnb 用户进行数据分析。 SEM 的偏最小二乘法用于分析数据。研究发现调查结果表明, 货币、功能和享乐方面的好处显着影响越南客户对 Airbnb 住宿的满意度, 这反过来又在鼓励客户的 (e)WOM 给予意图方面起到直接作用和中介作用。此外, 传统口碑意向对网络口碑给予意向有正向影响。研究原创性/意义本研究提供了对影响客户满意度的客户感知价值及其对 Airbnb 的 (e)WOM 意图的更好理解。其次, 它通过确认传统和 eWOM 给予意图之间的正相关关系, 从信息传播者的角度扩展了关于 WOM 意图的文献。最后, 本文揭示了东南亚（越南）快速增长市场中共享住宿的见解, 从而为共享住宿平台和服务提供商制定适当的营销策略提供支持。

The Impact of ESG on Brand Trust and Word of Mouth in Food and Beverage Companies: Focusing on Jeju Island Tourists

This study conducted to verfiy the structural causal relationship between the ESG attributes of food and beverage companies, trust, and word of mouth (WOM) as perceived by consumers visiting Jeju Island. The present study used respondents who understand ESG management and selected a representative ESG management company in the food service business (e.g., Starbucks Reusable Cup or Samdasoo Unlabeled, etc.). A survey was requested from an online survey company, and total 521 participants were selected for the data analysis. The IBM 24.0 program and AMOS 22.0 program was employed to conduct statistic analysis. Present study demonstrated as follows. First, as a result of the hypothesis testing of the relationship between the three attributes of ESG and brand trust, the environmental factor (E) and the social factor (S) have a significant positive (+) effect on brand trust. Second, hypothesis testing on the relationship between the three attributes of ESG and the influence of WOM showed that environmental factors and social factors were critical antecedents of WOM. Next, verifying the hypothesis between brand trust and WOM, brand trust had a significant positive (+) effect on WOM. By verifying the hypotheses, the current study identified a critical relationship between the ESG management attributes of food and beverage companies and customers’ brand trust and WOM. These founding showed differences in the variables that directly affect brand trust and WOM among the ESG attributes recognized by tourists in Jeju Island about Jeju-based food and beverage companies practicing ESG management. Furthermore, it was confirmed that the value formed by these food and beverage companies’ ESG management activities could directly affect consumers’ brand trust and WOM intentions. Hence, the study intends to expand the range of ESG-related academic views and suggest meaningful marketing implications for various food and beverage companies that want to practice ESG management.

스시 오마카세 레스토랑의 이미지 제고를 위한 포괄적 평가모형에 관한 연구

As consumers" desire for personalized service increases, interest in high-end services and omakase are also increasing. Therefore, this study investigated the validity of the restaurant stimuli perceived by customers in field of the Sushi Omakase Restaurant. In addition, the current study examined the effect of the restaurant stimuli on restaurant image and behavioral intention. 269 questionnaires were collected and analyzed using SPSS and AMOS. The result of the analysis showed that among the sub-dimensions of stimulus, food quality, staff service quality, and chef image had a significant positive effect on restaurant image. Additionally, restaurant image had a positive effect on revisit intention and word of mouth intention.

Decoding consumers' CSR scepticism: service recovery experience perspective

PurposeThis study examines the impact of the brand's corporate social responsibility (CSR) on consumers' brand experience and, in turn, consumers' intention of word-of-mouth (WoM). The study also investigates customer satisfaction with service recovery (CSATR) as a boundary condition for the proposed relationship.Design/methodology/approachThe study used a survey-based research design to test the conceptual model. A structured questionnaire was distributed to the participants through a survey link. A total of 276 valid responses were used and analysed using Smart PLS3, a structural equation modelling technique.FindingsResults of this study demonstrate that perceived CSR have a positive impact on brand experience which eventually affects the WoM intention. Also CSATR moderates the relationship between brand experience and WoM such that satisfaction (dissatisfaction) with service recovery enhances (reduces) the effect of brand experience on WoM.Practical implicationsManagers can use CSR as a communication tool to enhance consumers' brand experience and focus on service recovery as a successful service recovery can enhance WoM over and above CSR.Originality/valueTo the best of the authors' knowledge, this is the first study to demonstrate brand experience as a mediator of CSR and WoM from the lens of signalling theory. The study also tries to address the scepticism of the consumers related to WoM for a brand's CSR by incorporating the service aspect into the CSR.

A comparison between E-TailQ and ES-Qual for measuring e-service quality in the retail industry: an emerging economy case

PurposeThere is a growing trend in online shopping in developing and underdeveloped economies. Measuring web retail service quality is vital to enhance and retain online customers for higher profits. As a result, it is essential to understand e-service quality and its relationship with other e-commerce-related variables identified as customer satisfaction, word-of-mouth (WOM), loyalty and repurchase intention. The main objective of this research is to validate the psychometric properties of E-TailQ and ES-Qual scales to measure e-service quality in the context of an emerging economy.Design/methodology/approachThe study was administered by surveying online customers through a convenience sampling approach. The sample data consisted of 329 valid responses. The data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM).FindingsThe results suggest that both the scales are valid, reliable and adequate and confirm the psychometric properties of E-TailQ and ES-Qual scales in an emerging economy context. There is a positive and significant relationship between latent variables (E-TailQ and ES-Qual) and customer outcome variables like satisfaction, loyalty, WOM and repurchase intention. Additionally, the coefficients of the E-TailQ scale have higher values than ES-Qual scales in all dimensions. The perceived quality proved to be a precedent of satisfaction to a lesser extent than other scales' constructs, and it proved to be a superior predictor of WOM for the E-TailQ scale and loyalty for the ES-Qual scale. Overall, when measured by the ES-Qual scale, perceived quality could explain much of the sample's satisfaction, loyalty and repurchase intention compared to E-TailQ.Research limitations/implicationsOne of the significant limitations of this study is related to the data collection, as individual responses were collected at one particular point in time. Thus, it is impossible to verify the development of perceived service quality outcomes over a specific time. Another possible limitation is the selection of only two widely used scales, although other options are available in the literature. Finally, developing a new scale to address future challenges might be another alternative.Practical implicationsThe results obtained in the study will help managers assess customer satisfaction, the reputation of the business through WOM, and customer intentions for the repurchase that will lead to loyalty by emphasizing e-service quality. It will enable them to design strategies for improving business performance. The developed instrument will assist in identifying the gaps and describing how service quality can achieve higher levels of customer satisfaction.Originality/valueSeveral studies in the literature have used E-TailQ and ES-Qual scales to measure e-service quality in developed countries. Only a few studies addressed the validity of these widely used competing scales in an emerging economy like Pakistan. This study addresses the literature gap by addressing the reliability and validity of these scales and assesses the impact of e-commerce-related variables. Besides, the study reveals insights into the literature by addressing multiple dimensions of e-service quality and summarizes a deep understanding of each scale item that affects the perceived quality in a developing economy like Pakistan.

Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety

Consumers develop a passion for the use of innovations, which is a critical determinant of their success. Research has largely examined drivers of initial acceptance of digital assistants (DAs) and has yet to fully understand the factors driving or deterring consumers’ passion towards DAs and the behavioural outcomes. Drawing on the stimulus-organism-response framework, this study examines a unique set of factors (usefulness, ease of use, privacy concern, and localisation) that act as stimuli to drive an organismic state of passion for DAs, and how this produces behavioural responses of word-of-mouth (WOM) intention and commitment to DA use. The study also examines how technology anxiety moderates passion’s impact on WOM intentions and commitment. The findings show that usefulness, ease of use, privacy concern, and localisation are significant explanatory variables of consumers’ passion towards DAs. Furthermore, passion towards DAs results in WOM intentions and commitment to its use. The findings further show that passion’s effect on DAs in explaining WOM intentions and commitment is weakened by technology anxiety. Lastly, passion is the mediating mechanism through which usefulness, ease of use, privacy concern, and localisation impact WOM intentions and commitment. The implications of these findings for theory and practice are highlighted.

청소년들에게 인플루언서의 특성이 구전 의도에 미치는 영향

This study explored factors influencing influencer channel usage among teenagers who started using mobile media and started forming social relationships through media. According to the results of the analysis, it was found that topicality and reliability, which are perceptions of influencer channels, had a positive (+) effect on self-congruence. It was found that the professionalism of the influencer channel did not affect the self-congruence. In addition, the feeling of homogeneity with the influencer was found to have a positive (+) effect on satisfaction with the influencer channel and word of mouth intention, and satisfaction was found to have a positive (+) effect on word of mouth intention. As a result, it was analyzed that the positive perception of influencers among adolescents has an important effect on future purchase, satisfaction, and word of mouth intentions.

Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?

The purpose of this research explores the influence that awareness of green products has on greenwashing, green consumer confusion, and its influence on the green product experience following COVID-19. Consumer behavioral outcomes, including repurchase intentions and word-of-mouth (WOM) intentions, are addressed. A survey was conducted to analyze the proposed hypotheses. Data were obtained from 440 consumers of hotel industry products (overnight guests). Confirmatory factor analysis was employed to observe the collected data’s validity. Structural equational modelling was then used to support hypothesis testing. Findings documented that greenwashing is adversely linked to the consumer’s green product experience, which then leads to negative WOM and lower repurchase intention. Greenwashing leads to negatively affecting the reputation of marketers, as buyers avoid repeat product purchasing. Moreover, dissatisfied buyers spread negative word-of-mouth about those specific products. This study’s contribution identifies consequences of marketers using greenwashing strategies which confuse buyers about products, and negatively affect consumer intention to repurchase hotel products.

Neurophysiology of sensory imagery: An effort to improve online advertising effectiveness through science laboratory experimentation

An increase in the vividness of mental imagery can enhance the persuasive appeal of advertisements. To examine the effects of sensory imagery enriched by smelling (olfactory) and tasting (gustatory) in online video-based advertisements, we adopted multi-method empirical investigations to validate our conceptions. Electroencephalograms (EEGs) and survey data collected from 166 customers provide strong support for the research model. Results show that, in rational advertising contexts, consumers’ olfactory senses were triggered, and both arousal and pleasure from the emotions affected their attitudes, which in turn influenced word-of-mouth (WOM) and purchase intentions. In emotional advertising contexts, the olfactory and gustatory senses were both triggered, and only pleasure affected their attitudes, which in turn influenced WOM and purchase intentions. By understanding the neurocognitive mechanisms and perceptual effects of sensory imagery, the insights gained from this study may benefit designers and marketers in implementing more effective marketing strategies.

Unlocking the black box of sponsorship in participant-based sport

PurposeThe purpose of this research is to develop a more precise evaluation of sport sponsorship efficiency in participant-based sport, by investigating the specific aspects of participants' attitude and behavior toward sponsors. In more detail, this research develops a comprehensive sponsorship model in the participant sport context, integrating the following constructs: sport involvement, sincerity, social media use, beliefs about sponsorship, satisfaction with event, sponsor's image, awareness of sponsors, attitude toward sponsors, purchase and word of mouth intentions.Design/methodology/approachA quantitative method was utilized and 1,056 questionnaires were effectively collected and analyzed via SPSS and AMOS. Using structural equation modeling, this research tested a conceptual framework analyzing the role of different factors for sponsorship efficiency in a participant sport context.FindingsThe present research proposes a model of 10 variables which altogether permits a complete comprehension of how to expand the linkages among antecedents and outcomes of sport sponsorship in participant-based sports. The proposed factors assume a critical role in upgrading sponsorship effectiveness, which is reflected through a continuum of responses that regularly begins with sponsorship awareness and, at last, leads to increments in participants' purchase and word of mouth intentions regarding sponsors' products.Research limitations/implicationsVarious implications for future studies as well as strategies to boost the advantages for sponsoring firms in participant-based sports, can be drawn from the suggested model.Originality/valueUp to the present, there is a scarcity of research exploring the effectiveness of sponsorship in participant-based sports. The majority of sponsorship studies measure the impact of sponsorship on spectators, neglecting the role of participants as potential vehicles in the sport sponsorship setting. This study is the first to exploring the role of sport participants in sport sponsorship literature, provides a comprehensive framework, which can guide future studies and enhance sponsorship efficiency in a participant sport context.

E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions

This study proposes and empirically tests a contextualized model for investigating repurchase intentions of e-commerce consumers as well as their word-of-mouth (WOM) intentions in high uncertainty avoidance cultures and based on a synthesis of the S–O-R paradigm and Information Processing Theory (IPT). Data for the study were collected from 560 Jordanian online customers and analysed using structural equation modelling (PLS-SEM). The findings demonstrated that the dimensions of policy service quality including cash-on-delivery (COD) payment options and return policy leniency, positively influenced customer trust. In addition, electronic logistics service quality (LSQ) dimensions positively impacted customer satisfaction. Furthermore, it was found that satisfaction of online consumers is a major driver of their trust, repurchase, and WOM intentions. While customer trust was revealed as a key enabler of repurchase intention, its effect on WOM was insignificant. The findings provide useful implications for both practice and future research.

Using Extraversion to Investigate Social Media Purchase Adoption

The advent of social media platforms has brought various opportunities, and among them is social commerce. The platforms have created a great avenue for users and business owners to interact. This study empirically tests the influence of extraversion, social commerce satisfaction, relational contracts, and word-of-mouth intention on social media users’ decisions towards social media purchases. The data for the study was collected using a structured questionnaire, and 210 valid responses were analysed using SmartPLS 3.3. The findings of the study indicated that social commerce satisfaction (SOCSAT) and extraversion (EXTRA) significantly affect how consumers perceive relational contracts (RECO). Furthermore, extraversion and relational contracts were significant predictors of consumer word-of-mouth intention (WOMI). Social commerce satisfaction and word-of-mouth intention positively contribute to predicting consumers' social media purchase adoption (SOPURCA). This study adds to the literature on social commerce and consumer personality traits.

상업스포츠센터의 서비스품질이 고객행동에 미치는 영향

The purpose of this study was to identify a relationship between service quality and behavior intention of commercial sports center. To accomplish the goal, commercial sports centers located in 6 different cities (H city, B city, S city, F city, C city and L city) in Anhui province, China were recruited via the convenience sampling method. Collected data were analyzed by frequency analysis, correlation analysis, and multiple linear regression analysis with SPSS 24.0. The results of the study are as follows. First, in the relationship between service quality and revisit intention, delivery quality, product quality, and social quality were statistically significant, but environmental quality was not significant. Second, in the relationship between service quality and recommendation intention, delivery quality, product quality, and social quality were statistically significant, but environmental quality was not significant. Third, as a result of confirming the relationship between service quality and word of mouth intention, delivery quality, product quality, and social quality were statistically significant, but environmental quality was not significant.

Immunize the HPV Vaccine Rumors: Effects of Inoculation Messages and Tone of Voice on Parental Intention to Vaccinate Their Children.

The purpose of this study was to develop an effective health communication strategy to guide the decision-making process of parents considering getting their children HPV vaccines. Using inoculation theory and findings on tone of voice as theoretical frameworks, the present study conducted a 2 (message type: inoculation vs. supportive) × 2 (tone of voice: human voice vs. organizational voice) mixed experiment with a total of 231 U.S. parents (either mother or father of a child eligible for the HPV vaccine). The results revealed that HPV vaccination promotions based on the inoculation message were more likely to generate positive attitudes toward the vaccination, higher intention to vaccinate their children, and higher intention to spread positive word of mouth (WOM) about HPV vaccination. Also, HPV vaccination promotions in the human voice were likely to increase the WOM intention more than those in the organizational voice. In regard to an interaction effect, human voice turned out to be more effective than organizational voice to generate the WOM intention when it comes to supportive messages; inoculation-based messages were similarly effective across the human and the organizational voice condition.

The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics

The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics