Usage and Influence of E-Word-Of-Mouth on Consumers Availing Travel Services
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Date
2016
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Publisher
Punjab Agricultural University, Ludhiana
Abstract
An attempt was made to study the use of electronic word-of-mouth information by consumers availing
travel services, and to examine the trustworthiness and adoption of electronic word-of-mouth information
among consumers availing travel services. A sample of 240 respondents was selected on convenience
basis. Data were collected with the help of a structured and non-disguised questionnaire. Analysis was
done using statistical tools like mean score, analysis of variance, exploratory factor analysis and multi
linear regression. The study highlighted that respondents perceived parameters such as information
relevance, understandability, accuracy, presentation, comprehensiveness and timeliness as important
parameters. Respondents use online reviews information about place of destination, time of visit and
means of transport available. Principle component analysis generated factors such as ease of use and
enjoyable, perceived usefulness, perceived risk and perceived value influencing the adoption of online
reviews. Linear regression analysis showed a significant relationship between generated factors (ease of
use and enjoyable, perceived usefulness, perceived risk and perceived value) and adoption of online
reviews by the respondents. Further, regarding availability of online reviews on the travel websites, it was
found that the selected websites provide information regarding availability of average star rating for
customer reviews, availability of professional photographs, availability of traveler’s rating regarding
hospitality and food availability. The information regarding traveler’s rating for parameters such as
cleanliness, blogs and value for money has been provided by a large majority of travel websites.
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