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Why Do Online Buyers Engage in Electronic Word-of-mouth? An Expectancy Disconfirmation Perspective
Heng Tang1; Xiao Jing LIN2; Philip PUN3; Simon Iok Kuan WU3
2017
Source PublicationJournal of Management Information System & E-commerce
ISSN2334-2382
Volume4Issue:1Pages:12-25
Abstract

Electronic word-of-mouth (eWoM) has been studied extensively in both marketing and information systems literature due to its critical impact on online buyers’ purchase decisions. Very few studies, however, have examined the dynamics among expectation disconfirmation, satisfaction, and consumers’ eWoM engagement behavior. Drawing on expectancy disconfirmation theory, this research examines how buyers’ eWoM engagement is influenced by the level of disconfirmation and satisfaction. The logistic regression method was used to analyze 221 survey returns collected from buyers of online tourism products. The results show that low satisfaction and high satisfaction have opposite effects on the buyers’ eWoM engagement. There is no such contingency on the relationship between satisfaction and the contribution of visual content, however. Instead, the results reveal that satisfaction has a positive influence on visual content contribution. Theoretical and practical implications are discussed.

KeywordExpectancy Disconfirmation Theory Electronic Word-of-mouth Digital Commerce Marketing
DOI10.15640/jeds.v5n1a2
Indexed By其他
Language英语
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Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF ACCOUNTING AND INFORMATION MANAGEMENT
Affiliation1.Assistant Professor, Faculty of Business Administration, University of Macau.
2.Auditor, Price water house Coopers.
3.Senior Instructor, Faculty of Business Administration, University of Macau.
First Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Heng Tang,Xiao Jing LIN,Philip PUN,et al. Why Do Online Buyers Engage in Electronic Word-of-mouth? An Expectancy Disconfirmation Perspective[J]. Journal of Management Information System & E-commerce,2017,4(1):12-25.
APA Heng Tang,Xiao Jing LIN,Philip PUN,&Simon Iok Kuan WU.(2017).Why Do Online Buyers Engage in Electronic Word-of-mouth? An Expectancy Disconfirmation Perspective.Journal of Management Information System & E-commerce,4(1),12-25.
MLA Heng Tang,et al."Why Do Online Buyers Engage in Electronic Word-of-mouth? An Expectancy Disconfirmation Perspective".Journal of Management Information System & E-commerce 4.1(2017):12-25.
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