The current research employed the Theory of Planned Behavior as a theoretical foundation to test the antecedents of negative word-of-mouth (WOM) communication intention. The hypothesized model proposed that attitude, subjective norm, and perceived behavioral control were associated with the negative WOM communication. The data and hypotheses were examined using structural equation modeling (SEM) by AMOS. Results from the maximum likelihood estimation showed that attitude, subjective norm, and perceived behavioral control were positively related to consumers’ negative WOM communication intention. Findings of this study demonstrated that the Theory of Planned Behavior is applicable in measuring consumers’ negative WOM communication.

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This study proposes a comprehensive model that incorporates attitudinal variables in the technology acceptance model, motivational variables in the innovation diffusion theory, and the social variable in the theory of planned behavior to investigate the attitude, behavioral intentions, and usage of information and communication technologies (ICT) by employees in Hong Kong travel agencies. It complements trends in current research on technology adoption in the tourism industry. A survey was conducted with 190 employees from travel agencies, and structural equation modeling was used to analyze the data. Our results show that the integrated model of ICT adoption is adequate to predict employees’ adoption behavior. Furthermore, the perceived usefulness, perceived ease of use, trialability, and observability of new ICT are the major factors stimulating employees’ attitude toward it. Based on our findings, both theoretical and practical suggestions for stimulating employees’ adoption of ICT are proposed.

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