电子口碑对游客在线酒店预订应用购买意向的影响

IF 1 Q4 BUSINESS

International Journal of Asian Business and Information Management Pub Date : 2024-04-09 DOI:10.4018/ijabim.342086

Dao Thi Bich Nguyen, Van Thi Khanh Nguyen

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引用次数: 0

摘要

本研究强调了电子口碑（EWOM）在市场营销中日益增长的重要性，尤其是在旅游业等服务行业。本研究采用信息采用模型（IAM）和理性行动理论（TRA）相结合的研究模型，利用来自胡志明市 286 名游客的数据，调查影响在线旅行社（OTA）平台采用电子口碑的因素。通过探索性因素分析（EFA）、确认性因素分析（CFA）和结构方程模型（SEM）对数据进行分析，结果表明信息数量和产品排名与网络口碑采用之间存在正相关关系。然而，信息可信度、质量和评论者的专业知识并不直接影响采用率。网络口碑的采用直接影响购买意向，并通过态度和主观规范间接影响购买意向。研究结果为管理者制定有效战略和提高酒店业竞争力提供了启示。

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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The Impact of Electronic Word-of-Mouth on the Purchase Intention of Tourists on Online Hotel Booking Applications

The study emphasizes the growing significance of electronic word-of-mouth (EWOM) in marketing, especially in service industries like tourism. Employing a research model combining the information adoption model (IAM) and the theory of reasoned action (TRA), the study investigates factors influencing EWOM adoption on online travel agency (OTA) platforms using data from 286 Ho Chi Minh City tourists. Analyzing the data through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), the results highlight positive relationships between information quantity and product ranking with EWOM adoption. However, information credibility, quality, and reviewer expertise do not directly impact adoption. EWOM adoption directly influences purchasing intention and indirectly affects it through attitude and subjective norm. The findings offer insights for managers to develop effective strategies and enhance competitiveness in the hospitality industry.

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来源期刊

International Journal of Asian Business and Information Management BUSINESS-

CiteScore

2.80

自引率

0.00%

发文量

期刊介绍： The mission of the International Journal of Asian Business and Information Management (IJABIM) is to establish an effective channel of communication between academic and research institutions, policy makers, government agencies, and individuals concerned with the complexities of Asian business, information technologies, sustained development, and globalization. IJABIM promotes and coordinates developments in the field of Asian and Chinese studies, as well as presents strategic roles of IT and management towards sustainable development with emphasis on practical aspects in Asia. It is especifically focused on Central Asia/Himalayan region/Southeast Asia/Far East.