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

All Science Journal Classification (ASJC) codes

  • Management of Technology and Innovation

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