Unpacking the Antecedents of Word of Mouth and Electronic Word of Mouth in the Opera Sector: A Multimethodological Study Based on PLS and NCA

Abstract

This article examines the role of epistemic value, and social value on behavioral intentions and the relationship between these three factors as antecedents of word of mouth (WOM) and electronic word of mouth (eWOM) in the opera sector. The effects of these antecedents are investigated using a multimethod approach combining partial least square and necessary condition analysis. A quantitative study was conducted on a sample of 149 operagoers. The results show that epistemic value influences repurchase intentions, while social value does not. Furthermore, epistemic value and social value are positive sufficient and necessary antecedents of WOM, showing relevant results regarding their ultimate role in generating WOM. Similarly, social value is a positive sufficient but not necessary antecedent of eWOM. The findings suggest that cultural managers should emphasize learning experiences regarding the opera, as epistemic value is highly valuable for WOM and the reason for attending another opera.