Antecedents of Consumers’ Intention to Follow Online Community Advice for Restaurants Reviews “An Application of Technology Acceptance Model (TAM)”
Aya Khairy Shaker;
Abstract
Abstract
The rapid expansion of Web 2.0 applications on the Internet, such as online communities and social networking sites (SNS), are changing the way people communicate and search for information. The objective of this thesis is threefold. First, it investigates the antecedents of consumers’ intention to follow online community advice for restaurants reviews in Egypt. Second, it examines the integration of trust into the Technology Acceptance Model (TAM) as an additional belief affecting consumers’ attitude and intention. Finally, it validates the TAM in the context of online restaurants communities on Facebook. Accordingly, a trust-integrated TAM model is developed. Data were collected via online structured questionnaires. 360 usable questionnaires were returned, resulting in a response rate of 66.67%. Furthermore, the data were analyzed using structural equation modeling (SEM). The findings reveal that trust, perceived usefulness, perceived ease of use, and attitude are antecedents to consumers’ intention to follow online community advice for restaurants reviews. The research results validate the trust-integrated TAM model in the context of online restaurants communities in Egypt. In addition to theoretical contributions, the current study offers a number of key practical implications for online community moderators, as well as restaurants managers.
The rapid expansion of Web 2.0 applications on the Internet, such as online communities and social networking sites (SNS), are changing the way people communicate and search for information. The objective of this thesis is threefold. First, it investigates the antecedents of consumers’ intention to follow online community advice for restaurants reviews in Egypt. Second, it examines the integration of trust into the Technology Acceptance Model (TAM) as an additional belief affecting consumers’ attitude and intention. Finally, it validates the TAM in the context of online restaurants communities on Facebook. Accordingly, a trust-integrated TAM model is developed. Data were collected via online structured questionnaires. 360 usable questionnaires were returned, resulting in a response rate of 66.67%. Furthermore, the data were analyzed using structural equation modeling (SEM). The findings reveal that trust, perceived usefulness, perceived ease of use, and attitude are antecedents to consumers’ intention to follow online community advice for restaurants reviews. The research results validate the trust-integrated TAM model in the context of online restaurants communities in Egypt. In addition to theoretical contributions, the current study offers a number of key practical implications for online community moderators, as well as restaurants managers.
Other data
| Title | Antecedents of Consumers’ Intention to Follow Online Community Advice for Restaurants Reviews “An Application of Technology Acceptance Model (TAM)” | Authors | Aya Khairy Shaker | Issue Date | 2018 |
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