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

被引：15

作者：

Lai, Mei-Ying ^{[1
]}

Fotiadis, Anestis K. ^{[2
]}

Abu-ElSamen, Amjad ^{[2
]}

Beede, Park ^{[2
]}

机构：

[1] Tainan Univ Technol, Dept Leisure Regimen Management, Tainan, Taiwan

[2] Zayed Univ, Coll Business, POB 144534, Abu Dhabi, U Arab Emirates

来源：

TOURISM RECREATION RESEARCH | 2022年 / 47卷 / 01期

关键词：

EWOM; membership; perceived trust; Taiwan; sport events; SOCIAL MEDIA; CONSUMER ENGAGEMENT; BRAND COMMUNITIES; ONLINE; TOURISM; COMMUNICATION; DESTINATION; STRANGERS; INFORMATION; MOTIVATIONS;

D O I：

10.1080/02508281.2020.1823780

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：91 / 104

页数：14

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