Is user-generated content always helpful? The effects of online forum browsing on consumers' travel purchase decisions

The Mediating Role of Real-Time Information Between Location-Based User-Generated Content and Tourist Gift Purchase Intention

“…We extend this stream of research by linking real-time information sharing and gift purchase intention. Further, a mediating role of real-time information between location-based usergenerated content and gift purchase intention may reduce excessive and irreverent content that improves users' information acquisition processes (Lu et al, 2020) and facilitates purchasing of souvenirs as gifts (Li & Ryan, 2018). Thus, we hypothesize: H3: Real-time information positively relates to the gift purchase intention of tourists.…”

“…Relying on key on cognitive load theory, we argue that the location-based user-generated content (Bigne et al, 2021;Lu et al, 2020) and real-time information (Ghouri & Mani, 2019) could reduce complex and excessive content to enhance the likelihood of tourists' gift purchase (Kavoura et al, 2020;Lu et al, 2020). Hence, when making consumption choices, people are likely to focus on the limited information streams coming from eWOM and more likely to avoid overload of online information, as irrelevant and excessive information could interrupt users' purchase decisions (Li & Ryan, 2018;Lu et al, 2020). Hence, cognitive load theory provides a theoretical foundation for our study by suggesting that user-generated content and real-time information can facilitate gift purchase intention of tourists.…”

“…Moreover, Kavoura et al (2020) assert that consumers rely on online content for gift purchases. Vaittinen and McGookin (2018) also report on the positive influence of online content on users' purchase decisions, however, Lu et al (2020) warn that complex and excessive content could interrupt users' purchase decisions. Considering all this, we propose that precise location-based usergenerated content is important for obtaining information related to a tourism destination, which influences the gift purchase intention of tourists.…”

“…Therefore, it is essential to investigate the likelihood of gift purchasing intention of tourists. Moreover, limited studies have explored location-based user-generated content (Bigne et al, 2021;Lu et al, 2020) and real-time data sharing (Ghouri & Mani, 2019) to improve the likelihood of gift purchase. Leung et al (2013) point out that since a growing number of travelers have embraced online platforms as an effective medium for communication, collaboration, and cooperation, it is assumed that consumer-centered studies, which typically concentrate on both the use and effect of user-generated content on online platforms, may have a positive reception within the tourism industry.…”

Configure the Symmetrical and Asymmetrical Paths of Brand Equity and Relationship of Firm Created Content and User Generated Content as Antecedent

“…The only aspect of love that seems momentary can also make a person make irrational buying decisions (Kang, Shin, & Ponto, 2020) or because of a purchase decision made due to rationalization factors (Enneking, Neumann & Henneberg, 2007). Apart from that, purchasing decisions can also come from external stimuli; for example, because of a good marketing strategy (e.g., Sohn & Ko, 2021;Du & Lin, 2017;Lu, He, Lian, Ba & Wu, 2020;Hartmann, Plouffe, Kohsuwan & Cote, 2020). Even purchasing decisions can occur because producers are right to choose the momentum to start their pro to the environment (Tsai et al, 2020).…”