EFFECTS OF RESTAURANT SATISFACTION AND KNOWLEDGE SHARING MOTIVATION ON EWOM INTENTIONS: THE MODERATING ROLE OF TECHNOLOGY ACCEPTANCE FACTORS

The growth of consumer-generated media (CGM) has promoted the popularity of online knowledge sharing and electronic word-of-mouth (eWOM). While the topic of eWOM has drawn much attention in academy and industry, little research has been published addressing the factors influencing eWOM intentions. Using a well-known restaurant review website, Openrice.com, as an example, this study explored three predictors to eWOM intentions in an integrative framework: experience factor (restaurant satisfaction), knowledge sharing factors (egoistic and altruistic needs), and technology acceptance factors (perceived usefulness and perceived ease-of-use). In addition, the moderating role of technology acceptance factors on the relationships between experience/knowledge sharing factors and eWOM intentions were examined. The results of the study indicate that (1) individuals' altruistic needs trigger positive eWOM, (2) the perceived usefulness of the website has a significant main effect on eWOM intentions, and (3) the perceived usefulness significantly moderates the relationships between satisfaction/egoistic needs and eWOM intentions. The discussions also provide implications and managerial insights for research and practice.