Examining telegram users' motivations, technical characteristics, trust, attitudes, and positive word-of-mouth: evidence from Iran

Q3 Business, Management and Accounting International Journal of Electronic Marketing and Retailing Pub Date : 2018-10-01 DOI:10.1504/IJEMR.2018.10012148

Davood Ghorbanzadeh, H. Saeednia

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引用次数: 7

Abstract

The objectives of this research are to examine the effects of psychological motivations (entertainment, sociality), technical characteristics (ease of use and convenience), perceived usefulness and trust on telegram user's attitudes and to assess the influence of user's attitudes and their trust on positive word-of-mouth. The research model was tested using data randomly collected from students of Azad University in Tehran City. The numbers of valid observations were 300. Structure equation modelling was used to verify and validate the research model. The results revealed that the psychological motivations entertainment, sociality has a positive and significant impact on telegram user's attitudes. In addition, perceived usefulness and trust has a positive and significant impact on telegram user's attitudes. Convenience as a technical characteristic through perceived usefulness has a positive and significant impact on telegram user's attitudes. Finally, telegram user's attitudes and their trust have a positive and significant impact on positive word of mouth.

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检查电报用户的动机、技术特征、信任、态度和积极的口碑:来自伊朗的证据

本研究的目的是考察心理动机(娱乐性、社会性)、技术特征(易用性和便利性)、感知有用性和信任对电报用户态度的影响，并评估用户态度和信任对积极口碑的影响。研究模型使用随机收集的来自德黑兰阿扎德大学学生的数据进行检验。有效观察的数量为300。采用结构方程模型对研究模型进行了验证。结果显示，娱乐、社交的心理动机对电报用户的态度有正向显著的影响。此外，感知有用性和信任对电报用户的态度有显著的正向影响。便利性作为一种技术特征，通过感知有用性对电报用户的态度产生积极而显著的影响。最后，电报用户的态度和他们的信任对正面口碑有积极而显著的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.