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

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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.
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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

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