Antecedents and consequences of new technology application behavior on word of mouth: The moderating roles of perceived interactivity

ABSTRACT

With advances in technology, hospitality sustainability operations and management has paid growing attention on social media use and Word-Of-Mouth (WOM), which have become serious issues for that industry. To address theoretical and managerial considerations of social media communication and demonstrate how it influences customers’ sustainability behavior, this study used 590 customers who have experience in sustainable hotel consumption and offers empirical evidence to discover what is known about the critical attributes and what requires further clarification. The multiple mediation results show that expectancy may indirectly influence WOM (e.g., traditional and electronic WOM) through motivation (information, convenience, and social interaction), perceived values, and behavioral intention. Furthermore, the moderation attributes of human-human interaction are also confirmed to positively strengthen the relationship between perceived values and behavioral intention. Additionally, the first-order and second-order factor analyses are also valid to confirm the best model fit of our proposed model.

摘要:隨著技術的進步，飯店永續經營和管理越來越受到社群媒體和口碑影響，這已成為該行業值得重視的問題。為了提供社群媒體傳播的理論和管理上考慮並顯示它如何影響客戶的永續行為，本研究使用了 590 名具有永續飯店消費經驗的客戶，並提供實務證據來發現影響顧客行為關鍵屬性並進一步釐清相關訊息。從多重中介結果表明，期望可能通過動機（信息、便利和社會互動）、感知價值和行為意圖間接影響口碑（例如傳統和電子口碑）。此外，人際互動的調節屬性也被證實可以加強感知價值與行為意圖之間的關係。此外，一階和二階因子分析對於確認我們提出的模型的最佳模型配適度也提供最佳詮釋。

KEYWORDS:

• Expectancy
• WOM
• motivation
• perceived values
• behavioral intention
• human interaction

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research was partially supported by the National Science Council (now Ministry of Science and Technology; Project No. 109-2511-H-992 -004 -MY3) for the research grant provided to Chih-Hsing Liu.