eWOM effects on hotel booking intentions,attitudes, trust,and website perceptions |
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| Affiliation: | 1. University of Central Florida, Rosen College of Hospitality Management, 9907 Universal Blvd, Orlando, FL 32819, United States;2. SEO/SMO Manager, Travel Click, United States;1. Beijing Blasacapital Ltd, Beijing, China;2. Hospitality and Food Management, School of Hospitality and Tourism Management, University of Surrey, 53MS02, Guildford, Surrey, GU2 7XH, United Kingdom;1. Daniels College of Business, University of Denver, 2044 E Evans Avenue, Suite 331, Denver, CO 80208, USA;2. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin 150001, China;1. School of Tourism and Hospitality Management, South China University of Technology, Guangzhou, China;2. School of Hotel and Tourism Management, Hong Kong Polytechnic University, Hong Kong;1. Hospitality & Food Management Program, Department of Family and Consumer Sciences, College of Applied Sciences and Technology, Ball State University, AT Building 201F, Muncie, IN 47306, United States;2. School of Hospitality and Tourism Management, College of Health and Human Sciences, Purdue University, Marriott Hall, Room 253, West Lafayette, IN 47907, United States |
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| Abstract: | The objective of the study is to examine the effect of comments generated on Facebook on the choice of a hotel. More specifically, it focuses on the study of the influence of comments written by Facebook friends on the intentions of booking a hotel, the trust in the hotel, the attitude toward the hotel, and the perception of its website. The research also examines the moderator role of Internet users’ trust in those comments on these relations. To test these effects, an experimental design was created by manipulating the valence of the comments (positive vs. negative). A survey among 800 university students has confirmed all the hypotheses of the study on the influence of comments generated on Facebook in the users’ decision-making process. |
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| Keywords: | Electronic word of mouth Facebook Online reviews Attitude and trust toward hotel Booking intentions |
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