Antecedents and outcomes of university students' it purchase intention: Exploring ewom adoption on e-learning

Tony Tung, Shuang Shii Chuang, Kuei Hsien Niu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This study aims to examine how university students' attitudes toward information technology (IT) purchase intention is influenced by the antecedent variables of electronic word of mouth (eWOM), and how eWOM directly influences IT purchase intentions. This study employed Smart PLS to adopt the partial least squares (PLS) product indicator approach to test the research model. The results indicate that, by promoting IT sales to university students in an e-learning environment, eWOM can directly increase students' confidence in using IT which enables them to overcome other barriers regarding the adoption of IT, and assists them in making decisions to purchase IT for their e-learning needs. Several important implications are provided for managers at IT manufacturing and social networking sites, such as creating a win-win strategy that pays close attention to how students communicate through social networking sites and how such communication may affect their IT purchase intentions.

Original languageEnglish
Title of host publicationIAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings
Subtitle of host publicationTechnology - Future Thinking
EditorsLeon Pretorius, George Alex Thopil, Yasser Hosni
PublisherInternational Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria
Pages1156-1170
Number of pages15
ISBN (Electronic)0981581781, 9780981581781
Publication statusPublished - 2016 Jan 1
Event25th International Association for Management of Technology Conference, IAMOT 2016 - Orlando, United States
Duration: 2016 May 152016 May 19

Publication series

NameIAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking

Other

Other25th International Association for Management of Technology Conference, IAMOT 2016
CountryUnited States
CityOrlando
Period16-05-1516-05-19

Fingerprint

Information technology
Students
Purchase intention
Electronic learning
Sales
Managers
Decision making
Communication
Electronic word-of-mouth

All Science Journal Classification (ASJC) codes

  • Management of Technology and Innovation

Cite this

Tung, T., Chuang, S. S., & Niu, K. H. (2016). Antecedents and outcomes of university students' it purchase intention: Exploring ewom adoption on e-learning. In L. Pretorius, G. A. Thopil, & Y. Hosni (Eds.), IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking (pp. 1156-1170). (IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking). International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria.
Tung, Tony ; Chuang, Shuang Shii ; Niu, Kuei Hsien. / Antecedents and outcomes of university students' it purchase intention : Exploring ewom adoption on e-learning. IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking. editor / Leon Pretorius ; George Alex Thopil ; Yasser Hosni. International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria, 2016. pp. 1156-1170 (IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking).
@inproceedings{c21df01c11444d769bdd9c97584e0315,
title = "Antecedents and outcomes of university students' it purchase intention: Exploring ewom adoption on e-learning",
abstract = "This study aims to examine how university students' attitudes toward information technology (IT) purchase intention is influenced by the antecedent variables of electronic word of mouth (eWOM), and how eWOM directly influences IT purchase intentions. This study employed Smart PLS to adopt the partial least squares (PLS) product indicator approach to test the research model. The results indicate that, by promoting IT sales to university students in an e-learning environment, eWOM can directly increase students' confidence in using IT which enables them to overcome other barriers regarding the adoption of IT, and assists them in making decisions to purchase IT for their e-learning needs. Several important implications are provided for managers at IT manufacturing and social networking sites, such as creating a win-win strategy that pays close attention to how students communicate through social networking sites and how such communication may affect their IT purchase intentions.",
author = "Tony Tung and Chuang, {Shuang Shii} and Niu, {Kuei Hsien}",
year = "2016",
month = "1",
day = "1",
language = "English",
series = "IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking",
publisher = "International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria",
pages = "1156--1170",
editor = "Leon Pretorius and Thopil, {George Alex} and Yasser Hosni",
booktitle = "IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings",

}

Tung, T, Chuang, SS & Niu, KH 2016, Antecedents and outcomes of university students' it purchase intention: Exploring ewom adoption on e-learning. in L Pretorius, GA Thopil & Y Hosni (eds), IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking. IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking, International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria, pp. 1156-1170, 25th International Association for Management of Technology Conference, IAMOT 2016, Orlando, United States, 16-05-15.

Antecedents and outcomes of university students' it purchase intention : Exploring ewom adoption on e-learning. / Tung, Tony; Chuang, Shuang Shii; Niu, Kuei Hsien.

IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking. ed. / Leon Pretorius; George Alex Thopil; Yasser Hosni. International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria, 2016. p. 1156-1170 (IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

TY - GEN

T1 - Antecedents and outcomes of university students' it purchase intention

T2 - Exploring ewom adoption on e-learning

AU - Tung, Tony

AU - Chuang, Shuang Shii

AU - Niu, Kuei Hsien

PY - 2016/1/1

Y1 - 2016/1/1

N2 - This study aims to examine how university students' attitudes toward information technology (IT) purchase intention is influenced by the antecedent variables of electronic word of mouth (eWOM), and how eWOM directly influences IT purchase intentions. This study employed Smart PLS to adopt the partial least squares (PLS) product indicator approach to test the research model. The results indicate that, by promoting IT sales to university students in an e-learning environment, eWOM can directly increase students' confidence in using IT which enables them to overcome other barriers regarding the adoption of IT, and assists them in making decisions to purchase IT for their e-learning needs. Several important implications are provided for managers at IT manufacturing and social networking sites, such as creating a win-win strategy that pays close attention to how students communicate through social networking sites and how such communication may affect their IT purchase intentions.

AB - This study aims to examine how university students' attitudes toward information technology (IT) purchase intention is influenced by the antecedent variables of electronic word of mouth (eWOM), and how eWOM directly influences IT purchase intentions. This study employed Smart PLS to adopt the partial least squares (PLS) product indicator approach to test the research model. The results indicate that, by promoting IT sales to university students in an e-learning environment, eWOM can directly increase students' confidence in using IT which enables them to overcome other barriers regarding the adoption of IT, and assists them in making decisions to purchase IT for their e-learning needs. Several important implications are provided for managers at IT manufacturing and social networking sites, such as creating a win-win strategy that pays close attention to how students communicate through social networking sites and how such communication may affect their IT purchase intentions.

UR - http://www.scopus.com/inward/record.url?scp=84988354463&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84988354463&partnerID=8YFLogxK

M3 - Conference contribution

AN - SCOPUS:84988354463

T3 - IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking

SP - 1156

EP - 1170

BT - IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings

A2 - Pretorius, Leon

A2 - Thopil, George Alex

A2 - Hosni, Yasser

PB - International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria

ER -

Tung T, Chuang SS, Niu KH. Antecedents and outcomes of university students' it purchase intention: Exploring ewom adoption on e-learning. In Pretorius L, Thopil GA, Hosni Y, editors, IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking. International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria. 2016. p. 1156-1170. (IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking).