Exploring consumers' purchase intentions on Facebook: The influence of characteristics of eWOM
List of Authors
  • Ching-Chang Lee , Hung-Fu Huang

Keyword
  • eWOM, Tourism, Facebook, TAM, Purchase intention

Abstract
  • With the rapid development of the Internet, social media has grown very quickly in recent years. Consumers often use electronic word of mouth (eWOM) on social media to share and exchange information, which can affect and change customer behaviour. Based on the theory in several fields, we seek to deepen our understanding about how purchase intention is formed, by employing a Technology Acceptance Model (TAM). In this paper, we develop a new approach which extends the TAM to explore whether the characteristics of eWOM information impacts consumers’ purchase intentions of the tourism product on Facebook. This study is supported by data collected from 202 subjects, using a survey and we achieve significant results.

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