文章基本信息

标题：Determinant Factors Influencing EWOM Among Generation Y in Malaysia
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作者：N.H Marmaya ; N.A.Razak ; Melissa Wee 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：4
页码：459-467
DOI：10.6007/IJARBSS/v10-i4/7147
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The major purpose of this research is to discover the influences of Generation Y to accept electronic word of mouth (eWOM). Apart vast research on the traditional word-of-mouth, only few have analysed electronic words of mouth from Malaysian generation Y perspective. A quantitative method was adopted in this study and responses from 112 respondents among generation Y in Malaysia that were analyzed using PLS-SEM. The result shows that there is significant relationship between Tech Savvy and trust toward eWOM behaviour among Generation Y. Practically, the result indicate that electronic word of mouth behaviour via social media and mobile technology can be part of marketing strategy to influence buyer to increase sales of product of a company. This empirical study attempts to enrich the understanding of electronic word of mouth behaviour via social media and mobile technology among Generation Y within Malaysian context.