Analysing the effect of membership and perceived trust on sport events electronic word-of-mouth (eWOM) intention
Abstract
The main scope of this paper examines the relationship among perceived trust, membership and electronic word-of-mouth (eWOM) intention. A structured questionnaire based on a nonprobability purposive sample resulted in 413 responses, from which a structural equation model was developed. The results demonstrate that perceived trust significantly influences membership among a virtual group, and membership subsequently affects eWOM. From a sample drawn among international participants of a sporting event in Taiwan, results demonstrate the positive relationship and importance of perceived trust in creating a sense of membership among athletes.
Fields of Study & Subjects
Digital Marketing and Social Media
Sports
Gender
and Society
Consumer Behavior in Brand Consumption and Identification
Publication details
- Journal / source
- Routledge eBooks
- Pages
- 47–59
- Publication date
- 13 January 2026
- Language
- EN
- Document type
- Book chapter