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With advances in technology, hospitality sustainability operations and management has paid growing attention on social media use and Word-Of-Mouth (WOM), which have become serious issues for that industry. To address theoretical and managerial considerations of social media communication and demonstrate how it influences customers’ sustainability behavior, this study used 590 customers who have experience in sustainable hotel consumption and offers empirical evidence to discover what is known about the critical attributes and what requires further clarification. The multiple mediation results show that expectancy may indirectly influence WOM (e.g., traditional and electronic WOM) through motivation (information, convenience, and social interaction), perceived values, and behavioral intention. Furthermore, the moderation attributes of human-human interaction are also confirmed to positively strengthen the relationship between perceived values and behavioral intention. Additionally, the first-order and second-order factor analyses are also valid to confirm the best model fit of our proposed model.

Antecedents and consequences of new technology application behavior on word of mouth: The moderating roles of perceived interactivity