MOTIVATING FACTORS FOR EWOM: AN EXPECTANCY DISCONFIRMATION PERSPECTIVE

Abstract

Online Word-of-Mouth (eWoM) has received considerable attention in research, yet there is a gap in understanding the antecedents of online reviews. This study aims to delve into the dynamic motivations that drive online consumers to contribute user-generated content. Grounded in Expectancy Disconfirmation Theory (EDT), the research explores the impact of the disconfirmation of expectations and satisfaction on consumers' intentions to engage in eWoM. Furthermore, it investigates which types of eWoM content are most influenced by these perceptions and emotions. Data is collected through a questionnaire from online consumers who have booked hotels through online travel agents, and a regression model is employed for analysis. The study's findings shed light on consumers' eWoM engagement and offer practical insights for marketers seeking to foster Word-of-Mouth engagement. The paper concludes with discussions on implications and limitations.