This article examines the role of epistemic value, and social value on behavioral intentions and the relationship between these three factors as antecedents of word of mouth (WOM) and electronic word of mouth (eWOM) in the opera sector. The effects of these antecedents are investigated using a multimethod approach combining partial least square and necessary condition analysis. A quantitative study was conducted on a sample of 149 operagoers. The results show that epistemic value influences repurchase intentions, while social value does not. Furthermore, epistemic value and social value are positive sufficient and necessary antecedents of WOM, showing relevant results regarding their ultimate role in generating WOM. Similarly, social value is a positive sufficient but not necessary antecedent of eWOM. The findings suggest that cultural managers should emphasize learning experiences regarding the opera, as epistemic value is highly valuable for WOM and the reason for attending another opera.

中文翻译：

---

剖析歌剧界口碑与电子口碑的前因：基于PLS和NCA的多方法论研究

本文探讨了认知价值和社会价值对行为意图的作用，以及这三个因素作为歌剧领域口碑（WOM）和电子口碑（eWOM）的前因之间的关系。使用结合偏最小二乘和必要条件分析的多方法研究这些前提的影响。对 149 名操作者进行了定量研究。结果表明，认知价值影响重复购买意愿，而社会价值则不然。此外，认知价值和社会价值是口碑的积极充分必要前因，显示了它们在产生口碑的最终作用方面的相关结果。同样，社会价值是网络口碑的充分但非必要前提。研究结果表明，文化管理者应该强调有关歌剧的学习经历，因为认知价值对于口碑和观看另一部歌剧的原因非常有价值。