IDEAS home Printed from https://ideas.repec.org/a/spr/svcbiz/v9y2015i2p209-232.html
   My bibliography  Save this article

The role of social motivations, ability, and opportunity in online know-how exchanges: evidence from the airline services industry

Author

Listed:
  • Enrique Bigné
  • Carla Ruiz
  • Luisa Andreu
  • Blanca Hernandez

Abstract

The purpose of this paper is to identify individual and social drivers of electronic consumer-to-consumer (eC2C) know-how exchanges and their impact on consumer purchase intentions and electronic word of mouth (eWOM). We integrate the influence of information processing, analyzed through motivation opportunity and ability, and social motivations toward interaction with other consumers in social networking sites. We analyze a sample of 507 Spanish e-shoppers of airline travel services that are active users of social networking travel sites. Findings show that social motivations—altruism, extroversion, and community identification—directly influence overall motivation to eC2C know-how exchange. Overall motivation and ability exert a positive influence on eC2C know-how exchanges and, indirectly, on purchase intentions and eWOM. Finally, eC2C know-how exchanges improve consumer purchase intentions and eWOM. Copyright Springer-Verlag Berlin Heidelberg 2015

Suggested Citation

  • Enrique Bigné & Carla Ruiz & Luisa Andreu & Blanca Hernandez, 2015. "The role of social motivations, ability, and opportunity in online know-how exchanges: evidence from the airline services industry," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 209-232, June.
    • Handle: RePEc:spr:svcbiz:v:9:y:2015:i:2:p:209-232
    DOI: 10.1007/s11628-013-0224-8
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11628-013-0224-8
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11628-013-0224-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    2. David Godes & Dina Mayzlin, 2009. "Firm-Created Word-of-Mouth Communication: Evidence from a Field Test," Marketing Science, INFORMS, vol. 28(4), pages 721-739, 07-08.
    3. Gershoff, Andrew D & Broniarczyk, Susan M & West, Patricia M, 2001. "Recommendation or Evaluation? Task Sensitivity in Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 418-438, December.
    4. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    5. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    6. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    7. Richard P. Bagozzi & Utpal M. Dholakia, 2006. "Open Source Software User Communities: A Study of Participation in Linux User Groups," Management Science, INFORMS, vol. 52(7), pages 1099-1115, July.
    8. Sang Kim & Kyung Yang & Jae Kim, 2009. "Finding critical success factors for virtual community marketing," Service Business, Springer;Pan-Pacific Business Association, vol. 3(2), pages 149-171, June.
    9. Batra, Rajeev & Ray, Michael L, 1986. "Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 432-445, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Beatriz Moliner-Velázquez & Maria Fuentes-Blasco & Irene Gil-Saura, 2021. "Segmenting customers according to online word-of-mouth about hotels," Service Business, Springer;Pan-Pacific Business Association, vol. 15(1), pages 103-130, March.
    2. Youjae Yi & Seo Young Kim, 2017. "The role of other customers during self-service technology failure," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 695-715, December.
    3. Laura Lucia-Palacios & Victoria Bordonoba-Juste & Raúl Pérez-López, 2021. "Consumer-to-consumer reselling adoption among European countries: differences between old and young millennials," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 253-279, June.
    4. Hur, Kyungsuk & Kim, Taegoo Terry & Karatepe, Osman M. & Lee, Gyehee, 2017. "An exploration of the factors influencing social media continuance usage and information sharing intentions among Korean travellers," Tourism Management, Elsevier, vol. 63(C), pages 170-178.
    5. Ana B. Casado-Díaz & Leonor M. Pérez-Naranjo & Ricardo Sellers-Rubio, 2017. "Aggregate consumer ratings and booking intention: the role of brand image," Service Business, Springer;Pan-Pacific Business Association, vol. 11(3), pages 543-562, September.
    6. Mercy Mpinganjira, 2019. "Willingness to reciprocate in virtual health communities: the role of social capital, gratitude and indebtedness," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 269-287, June.
    7. Augusto, Mário & Godinho, Pedro & Torres, Pedro, 2019. "Building customers’ resilience to negative information in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 235-248.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kaushik Mukerjee, 2018. "The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: investigating the mediating effect of loyalty," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(1), pages 12-24, March.
    2. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    3. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    4. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    5. Gavin L. Fox & Stephen J. Lind, 2020. "A framework for viral marketing replication and mutation," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 206-222, December.
    6. Inyoung Chae & Andrew T. Stephen & Yakov Bart & Dai Yao, 2017. "Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns," Marketing Science, INFORMS, vol. 36(1), pages 89-104, January.
    7. Maise Soares Pereira & Ivan Lapuente Garrido & Celso Augusto de Matos, 2015. "Firm-Created Word-of-Mouth Recommendation: is it Also Worthwhile?," Brazilian Business Review, Fucape Business School, vol. 12(3), pages 91-118, May.
    8. Ziad Abdelmoety & Spiros Gounaris, 2015. "Exporting B2B Solutions: The Impact and Contribution of Using Social Media," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(1), pages 23-40, January.
    9. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    10. Chowdhury, Nasif, 2016. "The Impact of Electronic Word-of-Mouth on Consumers’ Purchase Intentions in Bangladesh Telecommunication Industry," EconStor Preprints 142747, ZBW - Leibniz Information Centre for Economics.
    11. Colleen M. Harmeling & Jordan W. Moffett & Mark J. Arnold & Brad D. Carlson, 2017. "Toward a theory of customer engagement marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 312-335, May.
    12. Wu, Mao-Ying & Pearce, Philip L., 2014. "Chinese recreational vehicle users in Australia: A netnographic study of tourist motivation," Tourism Management, Elsevier, vol. 43(C), pages 22-35.
    13. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    14. Klein, Jan F. & Falk, Tomas & Esch, Franz-Rudolf & Gloukhovtsev, Alexei, 2016. "Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail," Journal of Business Research, Elsevier, vol. 69(12), pages 5761-5767.
    15. Augusto, Mário & Godinho, Pedro & Torres, Pedro, 2019. "Building customers’ resilience to negative information in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 235-248.
    16. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    17. Dijkmans, Corné & Kerkhof, Peter & Beukeboom, Camiel J., 2015. "A stage to engage: Social media use and corporate reputation," Tourism Management, Elsevier, vol. 47(C), pages 58-67.
    18. Colmekcioglu, Nazan & Marvi, Reza & Foroudi, Pantea & Okumus, Fevzi, 2022. "Generation, susceptibility, and response regarding negativity: An in-depth analysis on negative online reviews," Journal of Business Research, Elsevier, vol. 153(C), pages 235-250.
    19. Ana B. Casado-Díaz & Leonor M. Pérez-Naranjo & Ricardo Sellers-Rubio, 2017. "Aggregate consumer ratings and booking intention: the role of brand image," Service Business, Springer;Pan-Pacific Business Association, vol. 11(3), pages 543-562, September.
    20. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:svcbiz:v:9:y:2015:i:2:p:209-232. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.