A theoretical framework of electronic word-of-mouth against the backdrop of social networking websites

ABSTRACT

This study proposed and tested a theoretical framework that explains electronic word-of-mouth (eWOM) against the backdrop of social networking websites (SNWs), which have gained substantial popularity among travelers. In particular, a United States (US) nationwide online survey was conducted and nine hypotheses were tested. The findings suggest that willingness to share knowledge and switching costs are positively related to eWOM communication. In addition, customer value (utilitarian) has positive relationships with willingness to share knowledge, perceived security, and switching cost, while customer value (hedonic) has positive relationships with willingness to share knowledge and switching costs. Last but not least, the findings indicate that perceived security does negatively impact eWOM. In light of the major findings, the article sets forth strategic implications for travel-related social networking websites.

KEYWORDS:

• Social networking websites
• customer value
• hedonic
• utilitarian
• willingness to share knowledge
• perceived security
• switching costs
• electronic word-of-mouth
• eWOM communication
• travel