Seeking and Sharing Electronic Word-of-mouth in the Context of Accommodation Service

Abstract

This research examines the role of satisfaction within the relationship among electronic word-of-mouth (eWOM) receiving and customer satisfaction and eWOM sharing in accommodation services. This article uses the variance-based partial least square to estimate the structural model, showing results that receiving reliable eWOM is positively associated with satisfaction, whereas receiving rich eWOM is not. Moreover, the results present that satisfaction positively affects the sharing of eWOM. The social benefit motivation moderates the relationship between satisfaction and providing eWOM. The findings provide valuable insights for practitioners in the management of word-of-mouth.