Travel Post on Wechat moments: a modelfor e-WOM effectiveness

• Yangyang Jiang ^[3] ; Yong Rao ^[1] ; M.S. Balaji ^[1] ; Dan Xian Xu ^[2]
  1. [1] Sun Yat-sen University

     Sun Yat-sen University

     China

     
  2. [2] University of Nottingham

     University of Nottingham

     Reino Unido

     
  3. [3] University of Nottinham

  Mostrar afiliaciones +
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 25, Nº. 1, 2020, págs. 123-136
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The purpose of this study is to empirically investigate factors and boundary conditions that may affect the effectiveness of electronic word-of-mouth (eWOM) in influencing a consumer’s travel decision-making behavior. The conceptual model was tested using data collected from Chinese WeChat users. An online survey generated 550 valid responses. Results show that eWOM content richness and perceived ease of use of the eWOM platform positively influence eWOM effectiveness, while the eWOM receiver expertise is negatively associated with eWOM effectiveness. In addition, a consumer’s social interaction with others on the social media platform moderates the aforementioned relationships. Theoretical and managerial implications are elaborated.