SERIAL MEDIATION OF PERCEIVED USEFULNESS AND EWOM ADOPTION IN VIRTUAL COMMUNITIES AND THE MODERATING EFFECT OF GENDER

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Management-Croatia Pub Date : 2023-01-01 DOI:10.20867/thm.29.1.8

Amel Saidani, Lamia Nechoud, Faouzi Ghidouche, Kamila GHIDOUCHE AIT-YAHIA

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引用次数: 0

Abstract

Purpose – This study analyzes the adoption behavior of eWOM information from the consumer’s perspective. In virtual communities, this study examines the serial mediation of perceived usefulness and adoption of eWOM between eWOM characteristics (credibility, quality, and vivacity) and the intention to visit a tourist destination and gender as a moderator. This study makes a significant theoretical and practical contribution by the purpose of an integrative model, according to the ELM model, and by examining the moderating effect of gender. Design/Methodology/Approach – This study tests the hypothesis using an experimental scenario simulation method. Signals embedded in various components of the eWOM (stimuli/ scenarios) were used, such as interactivity with the message (Like number, comment, sharing) or the content of the message (Text, Visual, Video). The new model (based on the ELM model) was validated by PLS-SEM based on an online survey of 548 members of the virtual consumption communities where content shared is about tourism and hospitality, tourism experiences, and recommendations of Algerian tourist destinations. Findings – The results confirm that perceived usefulness and adoption are two serial mediators between the relationship between eWOM characteristics and visit intention. Finally, gender moderates the indirect effect between eWOM quality and the intention to visit. Originality of the research – This study proposes to develop an integrative model by testing the serial mediating effects of perceived usefulness and information adoption for the first time regarding the influence of the three eWOM characteristics on behavioral intention and investigates the role of gender as a moderator.

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虚拟社区中感知有用性与女性收养的序列中介作用及性别的调节作用

目的-本研究从消费者的角度分析eom信息的采用行为。在虚拟社区中，本研究考察了感知有用性和eWOM的采用在eWOM特征(可信度、质量和活力)与旅游目的地意愿之间的一系列中介作用，并以性别为调节因子。本研究以建立综合模型为目的，根据ELM模型，考察性别的调节作用，做出了重要的理论和实践贡献。设计/方法/方法-本研究使用实验情景模拟方法测试假设。使用嵌入在edom(刺激/场景)的各个组成部分中的信号，例如与消息(如号码、评论、分享)或消息内容(文本、视觉、视频)的交互。PLS-SEM基于对虚拟消费社区的548名成员的在线调查验证了新模型(基于ELM模型)，其中共享的内容是关于旅游和酒店、旅游体验和阿尔及利亚旅游目的地的推荐。研究结果证实，感知有用性和采用是eom特征与访问意愿关系的两个串行中介。最后，性别调节了eom质量与访问意愿之间的间接影响。研究的原创性——本研究首次在认知有用性和信息采纳对行为意向的影响上，通过检验感知有用性和信息采纳的串行中介效应，提出了一个整合模型，并探讨了性别在行为意向中的调节作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.