Tác động của sự tiếp nhận EWOM đến hành vi đặt dịch vụ lưu trú và vai trò điều tiết của niềm tin EWOM
DOI:
https://doi.org/10.24311/jabes/2022.33.10.05Keywords:
Online word of mouth, EWOM, Trust in EWOM, Online customer behavior, SORAbstract
Online consumer reviews provide a numerous amount of information for consumers to evaluate services before making a purchase. The authors use cognitive behavioral theory SOR to investigate the effect of information adoption in the context of electronic word of mouth (EWOM) on online accommodation booking behavior and the moderating role of trust in EWOM in predicting customer booking behavior. The study uses Structural Equation Modeling (SEM) with survey data from 412 customers who booked their accommodation on online travel agencies (OTA). The results show that EWOM adoption has a positive influence on booking behavior, customer attitude towards OTA and customer attitude towards accommodation service have a mediating role in the relationship between EWOM adoption on booking behavior, trust in EWOM has a moderating effect on the relationship between EWOM reception on booking behavior, thereby emphasizing the role of trust in the context of online services.
References
Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11(1), 1–33. doi: 10.1080/14792779943000116
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. doi: 10.1037//0022-3514.51.6.1173
Bearden, W. O., & Netemeyer, R. G. (1999). Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research. SAGE Publications.
BrightLocal. (2018). Local Consumer Review Survey 2018 - BrightLocal. Retrieved from https://www.brightlocal.com/research/local-consumer-review-survey-2018/
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. doi: 10.1016/j.dss.2012.01.015
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9–38.
DeLone, W. H., & McLean, E. R. (2016). Information systems success measurement. Foundations and Trends in Information Systems, 2(1), 1–116. doi: 10.1561/2900000005
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. doi: 10.1016/j.chb.2016.03.003
Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174–185. doi: 10.1016/j.tourman.2015.05.007
Filieri, R., & McLeay, F. (2014). E-wom and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1),
44–57. doi: 10.1177/0047287513481274
Fishbein, M. A., & Ajzen, I. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Addison-Wesley.
Hair, J. F., Henseler, J., Dijkstra, T. K., & Sarstedt, M. (2014). Common beliefs and reality about partial least squares: Comments on Rönkkö and Evermann. doi: 10.1177/1094428114526928
Hair, J. J., Sarstedt, M., Ringle, C., & Gudergan, S. (2017). Advanced Issues in Partial Least Squares Structural Equation Modeling. SAGE Publications.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38–52. doi: 10.1002/dir.10073
Hoàng Thị Phương Thảo, & Nguyễn Trọng Tâm. (2017). Sự chấp nhận thông tin truyền miệng điện tử và niềm tin thương hiệu trong lĩnh vực du lịch Việt Nam. Tạp chí Khoa học Đại học Mở TP.HCM, 12(1), 15–27.
Hsu, L. C. (2020). Antecedents and consequences of attitude contagion processes: The example of apparel brand fan pages. Journal of Product and Brand Management, 29(1), 31–51. doi: 10.1108/JPBM-07-2018-1930
Hsu, L. C. (2021). Effect of eWOM review on beauty enterprise: A new interpretation of the attitude contagion theory and information adoption model. Journal of Enterprise Information Management. doi: 10.1108/JEIM-07-2020-0261
Hwang, J., Yoon, Y. S., & Park, N. H. (2011). Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management, 30(4), 897–907. doi: 10.1016/j.ijhm.2011.01.011
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2019). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 2015. doi: 10.1007/s10796-019-09924-y
Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. Article in Journal of Consumer Psychology. doi: 10.1207/S15327663JCP1201_05
Joreskog, K. G., & Wold, H. (1982). The ML and PLS techniques for modeling with latent variables: Historical and comparative aspects. In K. G., Joreskog, & H. Wold (Eds.), Systems under Indirect Observation: Causality, Structure, Prediction (Part I, pp. 263–270). Amsterdam: Elsevier.
Karson, E. J., & Fisher, R. J. (2005a). Predicting intentions to return to the website: Extending the dual mediation hypothesis. Journal of Interactive Marketing, 19(3), 2–14. doi: 10.1002/dir.20040
Karson, E. J., & Fisher, R. J. (2005b). Reexamining and extending the dual mediation hypothesis in an on-line advertising context. Psychology and Marketing, 22(4), 333–351. doi: 10.1002/mar.20062
Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Consumer Services, 60, 102444. doi: 10.1016/j.jretconser.2021.102444
Ladhari, R., & Michaud, M. (2015). EWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36–45. doi: 10.1016/j.ijhm.2015.01.010
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352. doi: 10.1016/j.elerap.2007.05.004
Lee, M., Rodgers, S., & Kim, M. (2009). Effects of valence and extremity of eWOM on attitude toward the brand and website. Journal of Current Issues and Research in Advertising, 31(2), 1–11. doi: 10.1080/10641734.2009.10505262
Petty, R. E., Priester, J., & Brinol, P. (2002). Mass media attitude change: implications of the elaboration likelihood model of persuasion. In Bryant J, Zillmann D (Eds.) Media Effects: Advances in Theory and Research (pp. 155–198). Mahwah.
Pyle, M. A., Smith, A. N., & Chevtchouk, Y. (2021). In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace. Journal of Business Research, 122(September 2020), 145–158. doi: 10.1016/j.jbusres.2020.08.063
Q&Me. (2021). Vietnam online travel behaviors. Retrieved from https://www.slideshare.net/asiaplus_inc/vietnam-online-travel-behaviors
Ray, A., Bala, P. K., & Rana, N. P. (2021). Exploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approach. Journal of Business Research, 128, 391–404. doi: 10.1016/j.jbusres.2021.02.028
Ruiz-Mafe, C., Bigné-Alcañiz, E., & Currás-Pérez, R. (2020). The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services. Journal of Service Management, 31(3), 465–487. doi: 10.1108/JOSM-11-2018-0349
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65. doi: 10.1287/isre.14.1.47.14767
Tapanainen, T., Dao, T. K., & Nguyen, T. T. H. (2021). Impacts of online word-of-mouth and personalities on intention to choose a destination. Computers in Human Behavior, 116. doi: 10.1016/j.chb.2020.106656
Verma, S., & Yadav, N. (2021). Past, present, and future of electronic word of mouth (EWOM). Journal of Interactive Marketing, 53, 111–128. doi: 10.1016/j.intmar.2020.07.001
Verma, S., Yadav, N., & Chikhalkar, R. (2021). An integrated measure of eWOM usefulness in the leisure travel: Conceptualisation, scale development, and validation. Journal of Marketing Communications. doi: 10.1080/13527266.2021.2004442
Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30(1), 123–127. doi: 10.1016/j.tourman.2008.04.008
Yan, Q., Wu, S., Zhou, Y., & Zhang, L. (2018). How differences in eWOM platforms impact consumers’ perceptions and decision-making. Journal of Organizational Computing and Electronic Commerce, 28(4), 315–333. doi: 10.1080/10919392.2018.1517479
Zahratu, S., & Hurriyati, R. (2020). Electronic Word of Mouth and Purchase Intention on Traveloka. Advances in Economics, Business and Management Research, 117, 33–36. doi: 10.2991/aebmr.k.200131.008
Zhang, W., & Watts, S. A. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the Association for Information Systems, 9(2), 73–94. doi: 10.17705/1jais.00149
Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of Information Management, 72(4), 463–488. doi: 10.1108/AJIM-11-2019-0308
Downloads
Published
Issue
Section
License
Copyright (c) 2026 JOURNAL OF ASIAN BUSINESS AND ECONOMIC STUDIES
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
