مقاله انگلیسی نقش نشانه های بصری در eWOM بر قصد و تصمیمات رفتاری مصرف کنندگان
Abstract
Keywords
Introduction
Literature review and theoretical framework
Hypotheses development
Methodology
Results
Study 2: Experiment
Discussions and conclusions
Appendix 1.
References
ABSTRACT
Consumers increasingly use eWOM to make decisions about various products and services. However, few studies have investigated how different visual and verbal eWOM cues affect the intention and decision to visit tourist destinations and their attractions. The current study fills this gap by drawing on Dual Coding Theory and investigating the influence of verbal and visual eWOM cues on consumers’ intention and behavior. The findings of a field study and an experimental study revealed that eWOM mainly affects tourists’ intentions and decisions through visual cues. Specifically, popularity heuristics, performance visual heuristics, and user-generated pictures affect tourists’ intention and decision to visit a destination and its attractions. Interestingly, information quality did not affect tourists’ decisions. The study offers important theoretical and managerial implications.
Introduction
The rapid development of the Internet and the growth of social media have revolutionized the travel & tourism industry (Buhalis, 2000; Xiang & Gretzel, 2010; Neirotti, Raguseo, & Paolucci, 2016; Giglio et al., 2019). Tourists increasingly adopt user-generated content available on online platforms to find information about the tourism destinations they want to visit (Xiang & Gretzel, 2010; Abubakar & Ilkan, 2016). On these platforms, online reviews and ratings about travel and tourism products empower tourists and help them to plan their holiday, including the booking of flights, hotels, or other types of accommodation (Sparks & Browning, 2011; Filieri & McLeay, 2014; Viglia, Minazzi, & Buhalis, 2016; Raguseo & Vitari, 2017; Filieri et al., 2020). For example, with over 884 million travel reviews of over 8 million businesses, Tripadvisor.com is recognized as the world’s largest travel community (TripAdvisor, 2021). The platform provides reviews, ratings, photos, forums about all the services associated with planning a trip, from tour guides to car rental and tourist attractions. Tripadavisor.com has fostered travel-based electronic word of mouth (eWOM), namely the non-commercial asynchronous exchange of information about tourism products, brands, and services among tourists (Gretzel & Yoo, 2008; Xiang & Gretzel, 2010). Given the relevance and widespread use of and eWOM (Filieri et al., 2020), understanding what eWOM factors motivate tourists to visit a destination and its attractions is particularly important for destination managers in that they can develop better marketing strategies for the destination as a whole. Furthermore, although studies on the influence of eWOM on consumer’s intention are present (i.e., Park, Lee & Han, 2007; Filieri et al., 2018), less research has investigated the impact of eWOM on consumer behavior