Skip to main content
padlock icon - secure page this page is secure

Investigating the Measurement of Students’ Opinion in Engaging Electronic Word of Mouth via Social Networking Sites

Buy Article:

$106.67 + tax (Refund Policy)

This study investigated the measurement of students’ opinion in engaging electronic word of mouth via social networking sites (SNS). Data was analyzed using exploratory factor analysis (EFA) with the computer programme Statistical Package for Social Sciences (SPSS) version 21 in order to test the underlying factor structure of the data. Next, confirmatory factor analysis (CFA) was executed via structural equation modeling (SEM) technique using analysis of moment structures (AMOS) computer programme version 21 with the purpose of confirming the measurement model. EFA results show that from the fifteen measuring items, item “When I consider new products, I ask my contacts on the SNS for advice” appears the most important item, followed by item “I feel more comfortable choosing products when I have gotten my contacts’ opinions on them on the SNS.” This study contributes to the extant literature on consumer behaviour by developing a robust measurement on students’ opinion in engaging electronic word of mouth via SNS. Direction for future research is also offered.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: Informational Influence; Normative Influence; Opinion Giving; Opinion Passing; Opinion Seeking

Document Type: Research Article

Affiliations: 1: Labuan Faculty of International Finance, Universiti Malaysia Sabah, 87000 F.T. Labuan, Malaysia 2: Faculty of Computing and Informatics, Universiti Malaysia Sabah, 87000 F.T. Labuan, Malaysia 3: Center for the Promotion of Knowledge and Languages, Universiti Malaysia Sabah, 88400 Kota Kinabalu, Malaysia

Publication date: April 1, 2017

More about this publication?
  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
  • Editorial Board
  • Information for Authors
  • Subscribe to this Title
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more