Analysing the effect of membership and perceived trust on sport events electronic word-of-mouth (eWOM) intention
Source of Publication
Tourism Recreation Research
© 2020 Informa UK Limited, trading as Taylor & Francis Group. The main scope of this paper examines the relationship among perceived trust, membership and electronic word-of-mouth (eWOM) intention. A structured questionnaire based on a nonprobability purposive sample resulted in 413 responses, from which a structural equation model was developed. The results demonstrate that perceived trust significantly influences membership among a virtual group, and membership subsequently affects eWOM. From a sample drawn among international participants of a sporting event in Taiwan, results demonstrate the positive relationship and importance of perceived trust in creating a sense of membership among athletes.
Taylor and Francis Ltd.
EWOM, membership, perceived trust, sport events, Taiwan
Lai, Mei Ying; Fotiadis, Anestis K.; Abu-ElSamen, Amjad; and Beede, Park, "Analysing the effect of membership and perceived trust on sport events electronic word-of-mouth (eWOM) intention" (2020). All Works. 488.
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