Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Service Business
Published in: Service Business 2/2015

01-06-2015 | Empirical article

The role of social motivations, ability, and opportunity in online know-how exchanges: evidence from the airline services industry

Authors: Enrique Bigné, Carla Ruiz, Luisa Andreu, Blanca Hernandez

Published in: Service Business | Issue 2/2015

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

The purpose of this paper is to identify individual and social drivers of electronic consumer-to-consumer (eC2C) know-how exchanges and their impact on consumer purchase intentions and electronic word of mouth (eWOM). We integrate the influence of information processing, analyzed through motivation opportunity and ability, and social motivations toward interaction with other consumers in social networking sites. We analyze a sample of 507 Spanish e-shoppers of airline travel services that are active users of social networking travel sites. Findings show that social motivations—altruism, extroversion, and community identification—directly influence overall motivation to eC2C know-how exchange. Overall motivation and ability exert a positive influence on eC2C know-how exchanges and, indirectly, on purchase intentions and eWOM. Finally, eC2C know-how exchanges improve consumer purchase intentions and eWOM.
previous article Using customer contact centres as relationship marketing instruments
next article Innovation management capabilities in rural and urban knowledge intensive business services: empirical evidence

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
Literature
Akhehurst G (2009) User generated content: the use of blogs for tourism organisations and tourism consumers. Serv Bus 3:51–61
Algesheimer R, Dholakia UM, Herrmann A (2005) The social influence of brand communities: evidence from European car clubs. J Mark 59(3):19–34
Anderson JC, Gerbing DW (1988) Structural equation modelling in practice: a review and recommend two-step approach. Psychol Bull 103(3):411–423
Bagozzi RP, Dholakia UM (2006) Open source software user communities: a study of participation in linux user groups. Manage Sci 52(7):1099–1115
Bagozzi RP, Yi PR (1988) On the evaluation of structural equation models. Acad Mark Sci 16(1):74–94
Balasubramanian S, Mahajan V (2001) The economic leverage of the virtual community. Int J Electron Commer 5:103–138
Batra R, Ray ML (1986) Situational effects of advertising repetition: the moderating influence of motivation, ability, and opportunity to respond. J Consum Res 12(4):432–445
Baumeister RF (1998) The self. In: Gilbert DT, Fiske SR, Lindzey G (eds) The handbook of social psychology. McGraw-Hill, New York, pp 680–740
Bentler PM (1995) EQS structural equations program manual. Multivariate Software, Encino
Bentler PM, Bonett DG (1980) Significance tests and goodness of fit in the analysis of covariance structures. Psychol Bull 88:588–606
Binney W, Hall J, Shaw M (2003) A further development in social marketing. Application of the MOA framework and behavioural implications. Mark Theory 3(3):387–403
Bock G, Zmud RW, Kim Y, Lee G (2005) Behavioural intention formation in knowledge sharing: examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS Q 29:87–111
Casaló LV, Flavián C, Guinalíu M (2010) Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tour Manag 31:898–911
Chang Y, Zhu D-H (2011) Understanding social networking sites adoption in China: a comparison of pre-adoption and post-adoption. Comput Hum Behav 27(5):1840–1848
Chatterjee P (2001) Online reviews: do consumers use them? Adv Consum Res 28:129–133
Chen M-J, Hambrick DC (1995) Speed, stealth, and selective attack: how small firms differ from large firms in competitive behavior. Acad Manag J 38:453–482
Chou C, Bentler PM, Satorra A (1991) Scaled test statistics and robust standard errors for non-normal data in covariance structure analysis. Br J Math Stat Psychol 44:347–357
Christofides E, Muise A, Desmarais S (2009) Information disclosure and control on Facebook: are they two sides of the same coin or two different processes? CyberPsychol Behav 12(3):345–3411
Chung J, Wang N, Fulk J, McLaughlin M (2010) Age differences in perceptions of online community participation among non-users: an extension of the technology acceptance model. Comput Hum Behav 26(6):1674–1684
Churchill JR (1979) A paradigm for developing better measures of marketing construct. J Mark Res 16(February):64–73
Clark BH, Abela AV, Ambler T (2007) Organizational motivation, opportunity and ability to measure marketing performance. J Strateg Mark 13(4):241–259
Cothrel J (2000) Measuring the success of an online community. Strateg Leadersh 28(2):17–21
Couper MP, Traugott M, Lamias M (2001) Web survey design and administration. Public Opin Q 65:230–253
Deutskens EC, De Ruyter JC, Wetzels M (2006) An assessment of equivalence between online and mail surveys in service research. J Serv Res 8(4):346–355
Dholakia UM, Bagozzi RP, Pearo LK (2004) A social influence model of consumer participation in network- and small-group-based virtual communities. Int J Res Mark 21:241–263
Epstein S (1983) Aggregation and beyond: some basic issues on the prediction of behaviour. J Pers 51(3):360–392
Epstein J, Klinkenberg D, Wiley D, McKinley L (2001) Insuring sample equivalence across Internet and paper-and-pencil assessments. Comput Hum Behav 17(3):339–346
Feng R, Morrison AM (2007) Quality and value network: marketing travel clubs. Ann Tour Res 34(3):588–609
Ferguson MJ, Bargh JA, Nayak D (2005) After-aVects: how automatic evaluations influence the interpretation of subsequent, unrelated stimuli. J Exp Soc Psychol 41:182–191
Fong J, Burton S (2006) A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects. J Bus Res 61(3):233–242
Fornell C, Larcker D (1981) Structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39–50
Gerbing DW, Anderson JC (1988) An updated paradigm for scale development incorporating unidimensionality and its assessment. J Mark Res 25:186–192
Gershoff A, Broniarczyk S, West P (2001) Recommendation or evaluation? task sensitivity in information source selection. J Consum Res 28(12):418–438
Godes D, Mayzlin D (2009) Firm-created word-of-mouth communication: evidence from a field test. Mark Sci 28(4):721–739
Green PE, Johnson RM, Neal WD (2003) The Journal of Marketing Research: its initiation, growth, and knowledge dissemination. J Mark Res 40(1):1–9
Grewal R, Comer JM, Mehta R (2001) An investigation into the antecedents of organizational participation in Business-to-Business electronic markets. J Mark 65(3):17–33
Gruen TW, Osmonbekov T, Czaplewski AJ (2005) Howe-communities extend the concept of exchange in marketing: an application of the motivation, opportunity, ability (MOA) theory. Mark Theory 5(1):33–49
Gruen TW, Osmonbekov T, Czaplewski AJ (2006) eWOM: the impact of customer-to-customer online know-how exchange on customer value and loyalty. J Bus Res 59:449–456
Gruen TW, Osmonbekov T, Czaplewski AJ (2007) Customer-to-Customer exchange: its MOA antecedents and its impact on value creation and loyalty. J Acad Mark Sci 35:537–549
Hair J, Anderson R, Tatham R, Black W (1999) Análisis multivariante. Pearson Educación, Madrid
Hair JF, Bush R, Ortinau D (2006) Mark Res. McGraw-Hill, Boston
Hars A, Ou S (2002) Working for free? Motivations for participating in open-source projects. Int J Electron Commer 6(3):25–39
Hatcher L (1994) A step-by-step approach to using the SAS(R) system for factor analysis and structural equation modeling. SAS Institute, Cary
Heer J, Poiesz TB (1998) Dynamic characteristics of motivation, ability, and opportunity to process commercial information. Adv Consum Res 25:532–537
Heider F (1946) Attitudes and cognitive organization. J Psychol 21:107–112
Hennig-Thurau T, Gwinner KP, Walsh G, Gremler D (2004) Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet. J Interact Mark 18(1):38–52
Hogg MA, Terry DJ (2000) Social identity and self-categorization processes in organizational contexts. Acad Manag Rev 25(1):121–140
Hsu Ch-L, Lin JCh (2008) Acceptance of blog usage: the roles of technology acceptance, social influence and knowledge sharing motivation. Inf Manag 45:65–74
Hu L, Bentler PM, Kano Y (1992) Can test statistics in covariance structure analysis be trusted? Psychol Bull 112:351–362
Hughes J (2007) The ability-motivation-opportunity framework for behaviour research in IS. Paper presented at the 40th Hawaii international conference on system sciences, Hawaii, IEEE Computer Society, Washington
Hung KH, Li SY (2007) The influence of eWOM on virtual consumer communities: social capital, consumer learning, and behavioural outcomes. J Advert Res 47(4):485–495
Hwang A, Francesco AM (2004) Student networking behavior, culture, and grade performance: an empirical study and pedagogical recommendations. Acad Manag Learn Educ 3(2):139–150
Illieva J, Baron S, Healey NM (2002) Online surveys in marketing research: pros and cons. Int J Mark Res 44(3):361–382
James LR, Mulaik S, Brett JM (1982) Causal analysis: assumptions, models and data. Sage Publications, Beverly Hills
Jöreskog K, Sörbom D (1993) LISREL 8 structural equation modeling with the SIMPLIS command language. Scientific Software International, Chicago
Kankanhalli A, Tan B, Wei K (2005) Contributing knowledge to electronic knowledge repositories: an empirical investigation. MIS Q 29:113–143
Katona Z, Zubcsec PP, Sarvary M (2011) Networks effects and personal influences: the diffusion of an online social network. J Mark Res 18(June):425–443
Kim H, Jin B (2006) Exploratory study of virtual communities of apparel retailers. J Fash Mark Manag 10(1):41–55
Kim WG, Lee C, Himstra SJ (2004) Effects of an online virtual community on customer loyalty and travel product purchases. Tour Manag 25(3):343–355
Kim SH, Yang KH, Kim JK (2009) Finding critical success factors for virtual community marketing. Serv Bus 3:149–171
Klassen RD, Jacobs J (2001) Experimental comparison of web, electronic and mail survey technologies in operations management. J Oper Manag 19(6):713–728
Kline RB (1998) Principles and practice of structural equation modelling, 1st edn. Guildford Press, New York
Knapp H, Kirk S (2003) Using pencil and paper, Internet and touch-tone phones for self-administered surveys: does methodology matter? Comput Hum Behav 19:117–134
Koh J, Kim YG (2004) Knowledge sharing in virtual communities: an e-business perspective. Expert Syst Appl 26(2):155–166
Kozinets RV, DeValck K, Wojnicki AC, Wilner SJ (2010) Networked narratives: understanding word-of-mouth marketing in online communities. J Mark 74(2):71–89
Kwon O, Wen Y (2010) An empirical study of the factors affecting social network service use. Comput Hum Behav 26(2):254–263
Lee Y-C (2006) An empirical investigation into factors influencing the adoption of an e-learning system. Online Inf Rev 30(5):517–541
Lee J, Park DH, Han I (2008) The effect of negative online consumer reviews on product attitude: an information processing view. Electron Commer Res Appl 7(3):341–352
Limayem M, Kalifa M, Frini A (2000) What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Trans Syst Man Cybern Part A 30(4):421–432
Litvin SW, Goldsmith RE, Pan B (2008) Electronic word of mouth in hospitality and tourism management. Tour Manag 29:458–468
MacInnis DJ, Jaworski BJ (1989) Information processing from advertisements: toward an integrative framework. J Mark 53:1–23
MacInnis DJ, Moorman C, Jaworski BJ (1991) Enhancing consumers’ motivation, ability, and opportunity to process brand information from ads: conceptual framework and managerial implications. J Mark 55:32–53
Moe WW, Trusov M (2011) The value of social dynamics in online product rating forums. J Consum Res 48(June):444–456
Moorman C (1990) The effect of stimulus and consumer characteristics of utilization of nutrition information. J Consum Res 17(3):362–374
Newcomb TM (1953) An approach to the study of communicative acts. Psychol Rev 60:393–404
Pan B, MacLaurin T, Crotts J (2007) Travel blogs and the implications for destination marketing. J Travel Res 46(1):35–45
Poiesz T, Robben HS (1996) Advertising effects under different combinations of motivation, capacity, and opportunity to process information. Adv Consum Res 23:231–236
Qu H, Lee H (2011) Travelers’ social identification and membership behaviors in online travel community. Tour Manag 32:1262–1270
Quan-Haase A, Wellman B, Hampton K, Witte J (2002) Capitalizing on the net: social contact, civic engagement, and sense of community. In: Wellman B, Haythornthwaite C (eds) Internet and everyday life. Blackwell, Oxford, pp 291–324
Robben HS, Poiesz T (1993) The operationalization of motivation, capacity, and opportunity. Eur Adv Consum Res 1:160–167
Sarason SB (1974) The psychological sense of community: prospects for a community psychology. Jossey-Bass, San Francisco
Satorra A, Bentler PM (1988) Scaling corrections for chi square statistics in covariance structure analysis. American statistical associations proceedings of the business and economic sections, Alexandria, 308–313
Schuldt BA, Totten JW (1994) Electronic mail vs. mail survey response rates. Mark Res 6(1):36–39
Shermis MD, Lombard D (1999) A comparison of survey data collected by regular mail and electronic mail questionnaires. J Bus Psychol 14(2):341–354
Siemsen E, Roth AV, Balasubramanian S (2008) How motivation, opportunity and ability drive knowledge sharing: the constraining-factor model. J Oper Manag 26(3):426–445
Simsek Z, Veiga JF (2001) A primer on Internet organizational surveys. Organ Res Method 4(3):218–235
Skowronsky JJ, Carlston DE (1989) Negativity and extremity biases in impression-formation—a review of explanations. Psychol Bull 105:131–142
Smith D, Satya M, Sivakumar K (2005) Online peer and editorial recommendations, trust, and choice in virtual markets. J Interact Mark 19(3):15–37
Soderlund M, Rosegren S (2007) Receiving word-of-mouth from the service customer. An emotion-based effectiveness assessment. J Retail Consum Serv 14:123–136
Stanton JM (1998) An empirical assessment of data collection using the internet. Pers Psychol 51(3):709–725
Steenkamp J, Baumgartner H (2000) On the use of structural equation models for marketing modeling. Int J Res Mark 17(2/3):195–202
Steenkamp JB, Geyskens I (2006) How country characteristics affect the perceived value of a website. J Mark 70(3):136–150
Steenkamp JP, Van Trijp HC (1991) The use of Lisrel in validating marketing constructs. Int J Res Mark 8:283–299
Sundaram DS, Mitra K, Webster C (1998) Word of mouth communications: a motivational analysis. Adv Consum Res 25:527–531
Tesser A (1988) Toward a self-evaluation maintenance model of social behaviour. In: Berkowitz L (ed) Advances in experimental social psychology. Academic Press, New York, pp 181–227
Thong JY, Hong SJ, Tam KY (2006) The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. Int J Hum Comput Stud 64(9):799–810
Van Birgelen M, De Ruyter K, De Jong A, Wetzels M (2002) Customer evaluations of after-sales service contact modes: an empirical analysis of national culture’s consequences. Int J Res Mark 19(1):43–64
Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–18
Venkatesh V, Morris MG, Davis GB, Davis MD (2003) User acceptance of information technology: toward a unified view. MIS Q 27(3):425–478
Vergeer M, Pelzer B (2009) Consequences of media and Internet use for offline and online network capital and well-being. A causal model approach. J Comput Mediat Commun 15(1):189–210
Verhoef PC, Lemon KN, Parasuraman A, Roggeveen A, Tsiros M, Schlesinger LA (2009) Customer experience creation: determinants, dynamics and management strategies. J Retail 85(1):31–41
Vermeulen IE, Seegers D (2009) Tried and tested: the impact of online hotel reviews on consumer consideration. Tour Manag 30:123–127
Wang Y, Fesenmaier DR (2004) Modelling participation in an online travel community. J Travel Res 42:261–270
Wang S, Moon S, Kwon K, Evans C, Stefanone M (2010) Face off: implications of visual cues on initiating friendship of Facebook. Comput Hum Behav 26(2):226–234
Wu S, Fang W (2010) The effect of consumer-to-consumer interactions on idea generation in virtual brand community relationships. Technovation 30:570–581
Wu WY, Tsai CH (2007) The empirical study of CRM: consumer-company identification and purchase intention in the direct selling industry. Int J Commer Manag 17(3):194–210
Xiang Z, Gretzel U (2010) Role of social media in online travel information search. Tour Manag 31(2):179–188
Yi MY, Jackson JD, Park JS, Probst J (2006) Understanding information technology acceptance by individual professionals: toward an integrative view. Inf Manag 43(3):350–363
Zeithaml V, Berry L, Parasuraman A (1996) The behavioural consequences of service quality. J Mark 60(2):31–46
Metadata
Title
The role of social motivations, ability, and opportunity in online know-how exchanges: evidence from the airline services industry
Authors
Enrique Bigné
Carla Ruiz
Luisa Andreu
Blanca Hernandez
Publication date
01-06-2015
Publisher
Springer Berlin Heidelberg
Published in
Service Business / Issue 2/2015
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI
https://doi.org/10.1007/s11628-013-0224-8

Other articles of this Issue 2/2015

Service Business 2/2015 Go to the issue

Empirical Article

Using customer contact centres as relationship marketing instruments

Call for Papers

Service business track at INBAM, Barcelona, 2014 “Service Design and Technology”

Empirical article

Does the nature of the relationship really matter? An analysis of the roles of loyalty and involvement in service recovery processes

Empirical article

The antecedents and influences of airline loyalty programs: the moderating role of involvement

Empirical Article

Self-customization of online service environments by users and its effect on their continuance intention

Empirical article

Innovation management capabilities in rural and urban knowledge intensive business services: empirical evidence