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Understanding e-Service Users' WOM Behavior from Expectation Confirmation Perspective

机译：了解E-Service用户的Wom行为，从期望确认透视

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摘要

Recently WOM has become popular with the penetration of Internet and the popularity of social media, and attracted the attention of IS researchers.This study develops a model to explore the factors motivating e-service users' WOM behavior from the expectation confirmation paradigm together with trust.The research model was empirical tested with 543 · valid responses from the online travel service users.The research results indicate that perceived usefulness and user satisfaction affect e-service users' WOM behavior positively together with trust.Perceived usefulness was found to exert the strongest influence on WOM than satisfaction and trust.The implications to theories and practice are discussed as well.
机译：最近，WOM已经流行了互联网的渗透性和社交媒体的普及，并引起了研究人员的注意。本研究开发了一种模型，探讨了激励电子服务用户权力行为的因素，从期望确认范式以及信任。研究模型是用543·在线旅行服务用户的有效响应的经验测试。研究结果表明，感知有用性和用户满意度影响了电子服务用户的WOM行为与信任。发现有用的有用性被发现发挥最强的对POM的影响而不是满足和信任。也讨论了对理论和实践的影响。

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