Motivations and attitudes towards consulting eWOM when booking accommodation

Abstract

This study explores the process of formation of attitudes towards eWOM by analyzing the relationships among “perceived credibility, volume and confirmation of consulted eWOM—motivations—attitudes towards consulted eWOM”. Using a sample of 393 Spanish hotel guests, the results confirm this chain of relationships, except for the effect of volume on motivations, and the mediating role of these motivations. The novelty of this work lies in the study of eWOM behavior from the receiver’s perspective, since it analyzes the antecedents of eWOM motivations and their relationship with the attitudes towards that information.

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

“…One of the most widely shared contributions in the literature on the motivations for consulting eWOM is that of Kim et al [23], which has been supported by several previous research studies, such as the work of Chen et al [38], Engelbertink and van Hullebusch [39], Hussain et al [40], Mendoza-Moreira and Moliner-Velázquez [41], Moliner-Velázquez et al [25,42], and Vajjhala and Ghosh [43]. Their classification is made up of the following three dimensions: convenience, social, and risk reduction.…”

“…Theoretical studies define eWOM behaviour as information related to a product, service, brand, or company that is transmitted or exchanged between people over the Internet. The influence of eWOM on consumers is increasing in the online environment [24,25]. It is important to highlight the substantial evolution of electronic media that allows users to disseminate information, seek alternatives, and even reduce risk [26].…”

Motivations toward Electronic Word-of-Mouth Sending Behavior Regarding Restaurant Experiences in the Millennial Generation

“…The study of these consultations has been addressed in some works analyzing their motivations and their relationship with attitudes [31]. However, there is no empirical evidence on how these queries can influence EWOM diffusion behavior.…”

“…The central objective of this research is to explore the relationship between motivations toward sending EWOM, specifically in the dimensions of extroversion [27], social benefits [28], altruism derating role of EWOM consultation behavior to determine if it significantly affects the relationship between these motivations and the diffusion of EWOM among the Millennial generation in the restaurant context [29]. Although there are studies that address the antecedents of EWOM queries [30,31] and their effects on purchase intentions [32], there is no empirical evidence on the moderating effect that these consultations may have prior to the purchase decision.…”

Technology and Innovation: Analyzing the Heterogeneity of the Hotel Guests’ Behavior

“…This proposal aims to advance in this line, analyzing in detail the usefulness of customers' motivations to consult eWOM about the hotel (prebooking phase) and their perception of the implementation of information and communication technologies and relational innovation policies developed by service providers. These three variables have been singled out as significant for modeling consumer behavior [12]. Hence, the challenge lies in examining how these factors can effectively segment the market.…”