How information acceptance model predicts customer loyalty?

Abstract

Purpose This study aims to explore the influence of electronic word of mouth (eWOM) in social media on customer loyalty by using the information acceptance model (IACM). For this purpose, this study identified the relationship of attitude towards information, information credibility, information quality and information with information usefulness. Later, the relation of information usefulness and information adoption was examined. According to the IACM, this information adoption and attitude towards information can affect behavioural outcomes of customer, and the authors used customer loyalty as a behavioural outcome. Design/methodology/approach This study collected the data from students enrolled in different universities of Thailand. More specifically, those students were considered appropriate for study who were active Facebook users. Therefore, a questionnaire was posted in 83 different Facebook groups of university students, from which 771 students responded properly. SPSS and AMOS 24 were used to conduct data reliability, descriptive and correlation analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM). Findings The study found that credibility, quality, usefulness and adoption of information, need of information and attitude towards information are the key factors of eWOM in social media that influence consumers’ loyalty. Practical implications This study will be helpful for marketing managers in studying patterns of customer loyalty because many studies have previously examined purchase behaviour or purchase intention only. Moreover, it will provide framework to marketers for understanding the influence of eWOM information in social media on customer loyalty. Originality/value This study is to explore the effect of credibility, quality, usefulness and adoption of information, need of information and attitude towards information on consumers’ loyalty.

How social media fosters the elders' COVID-19 preventive behaviors: perspectives of information value and perceived threat

“…Otherwise, others reported that repetitive information promotes perceived threat and sense-making content positively influences prevention behaviors (Jang and Park, 2018). Park (2020) demonstrated that three aspects of information value, namely, information credibility, information quality and information need are viewed as motivators of information adoption based on information acceptance model. Likewise, health information adoption was influenced by information features via social media (Sina Weibo), comprising information relevance and source credibility (Wang and Sun, 2020).…”

“…Furthermore, if users gain information, they will express sentiments and adopt the diffusion of healthcare knowledge (Oh and Lee, 2019). Other scholars supported that information usefulness boosts information adoption toward social media (Park, 2020) and health information skills under COVID-19 (Shehata, 2020). Al-Omairi et al (2020) found that relevant, timely information acts a crucial role in fostering credibility toward e-government services.…”

Electronic word-of-mouth in travel social networking sites and young consumers’ purchase intentions: an extended information adoption model

“…The present study strengthens and advances the existing literature on tourism, social media and marketing by offering an extension to the IAM. As outlined by a few researchers (Ngarmwongnoi et al , 2020; Erkan and Evans, 2016; Park, 2020; Tien et al , 2019), the original IAM have certain limitations in the aspect of its determinants and consumer behavioural outcomes. Wang (2016) stressed that there is a need to extend the original IAM in different areas of research.…”

“…The application of IAM is found relevant in this study as it focuses on eWOM on SNSs. A few scholars (Park, 2020; Tien et al , 2019; Erkan and Evans, 2016) have raised the concern on the limitations of the original IAM constructs, and the need for the model to be extended or developed to reflect the evolving contemporary eWOM. Therefore, this study will extend the original IAM constructs by adding two new antecedents of information quantity and emotive word comprehension on perceived usefulness construct.…”

“…The original IAM comprises four constituents: argument quality, source credibility, perceived usefulness and information adoption. Most of the studies (Hussain et al , 2020; Park, 2020; Erkan and Evans, 2016; Salehi-Esfahani et al , 2016; Tseng and Wang, 2016) have tested these four constituents of IAM across different industries. In the previous study of individuals’ information adoption process in the travel websites, Tseng and Wang (2016) integrated perceived travel risk into the original construct of IAM.…”