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

Simple item page
dc.contributor.author Yan, Xiangbin
dc.contributor.author Shah, Adnan Muhammad
dc.contributor.author Zhai, Li
dc.contributor.author Khan, Salim
dc.contributor.author Shah, Syed Asad Ali
dc.date.accessioned 2017-12-28T01:56:29Z
dc.date.available 2017-12-28T01:56:29Z
dc.date.issued 2018-01-03
dc.description.abstract 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.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2018.479
dc.identifier.isbn 978-0-9981331-1-9
dc.identifier.uri http://hdl.handle.net/10125/50367
dc.language.iso eng
dc.relation.ispartof Proceedings of the 51st Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Social Shopping: The Good, the Bad and the Ugly
dc.subject Brand Equity, Mobile eWOM, Perceived Quality, Purchase Intentions, S-O-R,
dc.title Impact of Mobile Electronic Word of Mouth (EWOM) on Consumers Purchase Intentions in the Fast-Causal Restaurant Industry in Indonesia
dc.type Conference Paper
dc.type.dcmi Text
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
paper0480.pdf
Size:
782.68 KB
Format:
Adobe Portable Document Format
Description:
Download
Collections
Social Shopping: The Good, the Bad and the Ugly