Analysing the effect of membership and perceived trust on sport events electronic word-of-mouth (eWOM) intention

Document Type

Article

Source of Publication

Tourism Recreation Research

Publication Date

1-1-2020

Abstract

© 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.

ISSN

0250-8281

Publisher

Taylor and Francis Ltd.

Last Page

14

Disciplines

Business

Keywords

EWOM, membership, perceived trust, sport events, Taiwan

Scopus ID

85092371124

Indexed in Scopus

yes

Open Access

no

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