Motivations, engagement and adoption of e-WOM in restaurants

Abstract

The objective of this work is to study the effect that motivations for consulting and writing e-WOM have on the commitment to e-WOM and the influence of said commitment on the adoption of the e-WOM consulted. To analyze these relationships, an empirical research applied in the context of restaurants was carried out. The geographic scope was Ecuador with a sample of 461 consumers. A structural equation model was used, and the chain of relationships was validated. The results confirmed the relationships between these variables, presenting interesting academic implications to deepen the study of commitment to e-WOM, as well as implications for the management of restaurants oriented to the management of their virtual platforms or social networks.