Electronic Word of Mouth Through Technology Acceptance Model

The main aim of this research is to measure the factors affecting students’ behaviours toward using Electronic Word of Mouth considering it a new technology. The Technology Acceptance Model is used as base to analyse the factors taking its independent variables into consideration (Perceived ease of use, Perceived Usefulness, Attitude and Behavioural Intention). This study was conducted following a defined research methodology respecting research ethics and rules and all chapters are designed to meet the main goal or aim of this research. Four hundred questionnaires were distributed to collect data from students who are currently studying in private and public universities in Rabat, Morocco. The data collected from the questionnaires have been classified and analysed carefully. In parallel with the hypothesis, we made some tests in this study and results have been interpreted according to these hypotheses. Results showing the six-hypothesis related to the TAM factors were accepted while only two hypotheses relating to the influence of demographic characteristics were rejected, analysis results having shown a totally different statement. This research ended with an open conclusion that states and shows that there is a positive influence of the independent variables on the students’ intention to use eWOM. Keywords: Electronic Word of Mouth (eWOM), Technology Acceptance Model (TAM), Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude (A), Behavioural Intention (BI).