https://orcid.org/0000-0002-2071-2764
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ABSTRACT
The main scope of this paper examines the relationship among perceived trust, membership and electronic word-of-mouth (eWOM) intention. A structured questionnaire based on a nonprobability purposive sample resulted in 413 responses, from which a structural equation model was developed. The results demonstrate that perceived trust significantly influences membership among a virtual group, and membership subsequently affects eWOM. From a sample drawn among international participants of a sporting event in Taiwan, results demonstrate the positive relationship and importance of perceived trust in creating a sense of membership among athletes.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Mei-Ying Lai
Mei-Ying Lai is an Associate Professor and Head of the Department of Leisure Regimen Management, Tainan University of Technology, Taiwan. Her research interest includes hospitality accounting, hotel finance, tourism marketing, and leisure regimen management.
Anestis K. Fotiadis
Anestis K. Fotiadis, PhD, is a Professor at Zayed University, College of Business, Abu Dhabi, UAE. His research focuses on event management, rural tourism and sustainable development. He has published more than 40 research papers in international academic journals such as Tourism Management and Journal of Business Research along with several books and book chapters.
Amjad Abu-ElSamen
Abu-ElSamen has a PhD in Marketing with specialization in Business Data Mining. He is a Professor of Marketing at college of business, Zayed University. Dr. Amjad research focuses on brand equity, enhancing customers' experience and firm performance. His research has appeared in leading marketing journals such as Marketing Intelligence and Planning, Journal of Retailing and Consumer Services, International Journal of Quality and Reliability Management, Journal of Product and Brand Management, and Journal of Internet Commerce.
Park Beede
Park Beede is Associate Professor at Zayed University, specializing in advertising and marketing. Having started his career in the United States, Park has taught throughout New Zealand, Australia and the United Arab Emirates. In addition to teaching, he also worked in leading advertising agencies and client companies for many years. His research interests include advertising, branding, and consumer behavior. Park has held a variety of academic administration roles, especially in the area of graduate education. In addition to the roles of chair and coordinator for multiple post-graduate programs, Park has managed numerous executive education and professional training programs.