Original scientific paper
The effects of the antecedents of ewom on tourists' decision-making: Perceived trust as a mediator
Saad Al-Saad
; Associate professor College of Art, Sciences, Information Technology & Communication University of Kalba
Yahya A. Alzghoul
; Assistant professor Department of Tourism Management School of Tourism and Hospitality The University of Jordan, Aqaba, Jordan
Ayman Harb
; Associate professor Department of Hotel Management School of Tourism and Hospitality The University of Jordan, Aqaba, Jordan
Abstract
Purpose - This study aimed to examine the relationships between the utilitarian perceptions
(information quality), hedonic perceptions (pleasure) and social perceptions (social interaction
and homophily) of tourists in eWOM - on the one hand and their decision-making processes
on the other. Furthermore, this study explored how these perceptions determine the mediating
effect of trust in eWOM.
Methodology/Design/Approach - A quantitative survey was conducted based on a random
sample of American international tourists. Partial Least Squares Structural Equation Modelling
(PLS-SEM) was used to analyse the collected data.
Findings - The results demonstrate a significant influence of bridging social capital, homophily
and perceived enjoyment on tourists’ decision making. Secondly, perceived trust was found to
mediate the relationship between, on the one side, bridging social capital, information quality,
and perceived enjoyment, and on the other, tourists’ decision making.
Originality - Based on the Stimulus-Organism-Response (SOR) theory, this study developed
a new integrated model of the relationships between the eWOM antecedents and tourists’
decision-making, with perceived trust acting as a mediator.
Keywords
Hrčak ID:
322052
URI
Publication date:
5.11.2024.
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