Original scientific paper
https://doi.org/10.1080/1331677X.2023.2218475
Effect of motivations and engagement with eWOM on hotel queries
Beatriz Moliner-Velázquez
María Fuentes-Blasco
Irene Gil-Saura
Abstract
The study of antecedents of eWOM queries has received less
attention than the effects of these queries on purchase decisions.
Considering the academic interest recently aroused in engagement
with eWOM, the aim is to analyse, in the hospitality context,
the effects that motivations to use eWOM have on engagement
to eWOM and how this engagement influences adoption of
eWOM queries. Based on the double dimension of receiving-sending
both for motivations and engagement, the causal relationship
chain ‘motivations-engagement-eWOM adoption’ is estimated in a
sample of 393 hotel guests through a structural equation model.
The effects of both motivations on engagement and, in turn,
engagement on adoption are confirmed. The novelty of this work
lies in the study of motivations and engagement, both from the
dual perspective, as antecedents of the use of eWOM searches.
These results have important academic and business management
implications.
Keywords
Motivations; engagement; eWOM; adoption; hotels
Hrčak ID:
314893
URI
Publication date:
8.6.2023.
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