How to Promote WOM from Platform Attachment in Gastronomy Context

Abstract

With the increasing popularity of social media, consumers browsing, evaluating and sharing online content has become a popular electronic word-of-mouth (WOM) behavior. Perceived value and attachment have been the important antecedents of WOM. Fewer studies, however, were presented to clarify the mediating and moderating effect among three variables. Therefore, this study aims to clarify the relationships among user perceived value, platform attachment and word-of-mouth in the relationship between food platform and users; to verify the mediating effect of platform attachment; to validate the influence of involvement on the relationships among these three variables; and to provide managerial implications. Data was collected by online questionnaire survey and a total of 411 samples were received yielding an effective recovery rate of 93%. Findings reveal that positive relationships were confirmed. The mediating role of platform attachment were confirmed while its effect was insignificant. Moreover, user’s involvement was proved to be a moderator on perceived value-platform attachment relationships. Managers of food platforms should focus on enhancing the value of food programs and making fans feel the benefits of browsing such programs was suggested to food platforms.