Skip to main content

Antecedents of travellers' electronic word-of-mouth communication

Buy Article:

$53.17 plus tax (Refund Policy)

Abstract:

Electronic word-of-mouth (eWOM) is recognised as a means of interpersonal communication and a powerful marketing tool. However, previous studies have focussed on related motivations, and limited attention has been given to understanding the antecedents of eWOM communication behaviour in the travel industry. This study proposes a full and partial mediation model, which brings together for the first time three key antecedents: adoption of electronic communication technology, consumer dis/satisfaction with travel consumption experience, and subjective norm. The model aims to understand the impact of these antecedents on travellers' attitude towards eWOM communication and intention to use eWOM communication media. The data were collected from international travellers (n = 524), and structural equation modelling is used to test the conceptual framework. The findings of the study suggest that overall attitude towards eWOM communication partially mediates the impact of the traveller's adoption of electronic communication technology and subjective norm, and fully mediates the impact of consumer dis/satisfaction with travel consumption experience on travellers' intention to use eWOM communication media.

Keywords: adoption of electronic communication technology; attitude; consumer satisfaction; electronic word-of-mouth (eWOM); structural equation modelling (SEM); subjective norm

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2013.771204

Affiliations: Oxford Brookes University, UK

Publication date: April 1, 2013

More about this publication?
routledg/jmm/2013/00000029/F0020005/art00005
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more