Factors affecting electronic word-of-mouth on social networking websites in Egypt - An application of the technology acceptance model

Abstract

The current paper attempts to investigate the consumers' actual usage behavior of electronic-word-of-mouth (eWOM) on social networking sites (SNS) and to develop a conceptual framework that could help increase the understanding of consumers' use of SNS as a vehicle for eWOM. Accordingly, we examined the factors affecting eWOM on SNS in the Egyptian environment using the technology acceptance model (TAM). A sample of 391 users was drawn from the Facebook users in Egypt. Data were analyzed using structural equation modeling (SEM). Findings indicate that social benefits, economic incentives, concern for others, extraversion and perceived usefulness are all factors that positively affect eWOM on SNS. Perceived ease of use had a positive effect on perceived usefulness of eWOM on SNS. However, perceived ease of use had a negative effect on the intention to use eWOM on SNS. Finally, the behavioral intention to use eWOM on SNS was found to affect the actual usage behavior of eWOM on SNS positively.