Post adoption behaviours have been a hot topic in IS research. However, little research has been conducted to explore important post adoption behaviour - word of mouth. This paper investigated the factors influencing individual e-service users' word of mouth behaviour based on an empirical study in the context of online travel services. This study found that satisfaction, perceived usefulness and service quality affect e-service users' word of mouth positively. The study results imply that individuals would like to spread word of mouth more based on e-service attributes and service performance than on their own affect.
|Journal||International Journal of Services, Technology and Management|
|Publication status||Published - 2013|
|MoE publication type||A1 Journal article-refereed|