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The purpose of this study is to examine the influences of green entrepreneurial orientation (GEO) and green relationship quality (GRQ) on green service innovation (GSI).

The authors mailed 1,898 questionnaires to the sampled companies. Ultimately, 207 companies participated in the authors’ study. This resulted in a valid sample of 542 hotel managers.

The research results indicate that GEO improves GRQ and GSI. Furthermore, GRQ positively affects GSI and mediates the relationship between GEO and GSI.

The authors’ study enhances the quality of nature and highlights the mediation role of GRQ.

Firms can create and establish GRQ to enhance their GSI.

The authors’ study shows that environmentally friendly firms can enhance natural locations and conditions of natural resources.

This study aims to develop a context-specific model of GEO for hospitality managers.

本论文旨在研究绿色创业倾向和绿色关系质量对于绿色服务创新的影响。

本论文采用邮寄问卷采样形式, 向采样公司共寄出1898份问卷。最终, 207家公司参与本研究项目。有效样本数量为542份来自酒店经理人的问卷。

绿色创业倾向对于绿色关系质量和绿色服务创新有着促进作用。此外, 绿色关系质量积极地影响绿色服务创新, 并且对于绿色创业倾向和绿色服务创新有着中间变量的作用。

本论文对提高自然质量有着促进作用, 并且着重说明了绿色关系质量的中间调解作用。

公司能够通过创造和建立绿色关系质量的手段来提高他们的绿色服务创新。

本论文以特定背景为基础, 建立了一个针对酒店经理人的绿色创业倾向的模型.

The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which this work investigates in form of moderation effect of individual regulatory focus.

Hypotheses are developed using social exchange theory and the elaboration likelihood model and tested using structural equation modelling. Data were collected online, using a random sample of 324 respondents in India.

Findings indicate that source credibility and tie strength are instrumental in influencing acceptance of EWOM. A strong mediation role of acceptance of EWOM, confirms that people tend to forward information online only if they accept it.

This study represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on acceptance and subsequent forwarding of EWOM.

This study provides original insights about antecedents of FEWOM as well as the role of individual regulatory focus as a moderator in the process.