Travel posts on wechat moments: A model for eWOM effectiveness

Yangyang Jiang; Yong Rao; M. S. Balaji; Dan Xian Xu

doi:10.3727/108354220X15758301241693

Travel posts on wechat moments: A model for eWOM effectiveness

Yangyang Jiang, Yong Rao, M. S. Balaji, Dan Xian Xu

Research output: Journal Publication › Article › peer-review

13 Citations (Scopus)

Abstract

The purpose of this study is to empirically investigate factors and boundary conditions that may affect the effectiveness of electronic word-of-mouth (eWOM) in influencing a consumer's travel decision-making behavior. The conceptual model was tested using data collected from Chinese WeChat users. An online survey generated 550 valid responses. Results show that eWOM content richness and perceived ease of use of the eWOM platform positively influence eWOM effectiveness, while the eWOM receiver expertise is negatively associated with eWOM effectiveness. In addition, a consumer's social interaction with others on the social media platform moderates the aforementioned relationships. Theoretical and managerial implications are elaborated.

Original language	English
Pages (from-to)	123-136
Number of pages	14
Journal	Tourism Analysis
Volume	25
Issue number	1
DOIs	https://doi.org/10.3727/108354220X15758301241693
Publication status	Published - 2020

Keywords

Content richness
Electronic word-of-mouth (eWOM) effectiveness
Online social interaction
Perceived ease of use
Receiver expertise

ASJC Scopus subject areas

Tourism, Leisure and Hospitality Management

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10.3727/108354220X15758301241693

Cite this

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title = "Travel posts on wechat moments: A model for eWOM effectiveness",

abstract = "The purpose of this study is to empirically investigate factors and boundary conditions that may affect the effectiveness of electronic word-of-mouth (eWOM) in influencing a consumer's travel decision-making behavior. The conceptual model was tested using data collected from Chinese WeChat users. An online survey generated 550 valid responses. Results show that eWOM content richness and perceived ease of use of the eWOM platform positively influence eWOM effectiveness, while the eWOM receiver expertise is negatively associated with eWOM effectiveness. In addition, a consumer's social interaction with others on the social media platform moderates the aforementioned relationships. Theoretical and managerial implications are elaborated.",

keywords = "Content richness, Electronic word-of-mouth (eWOM) effectiveness, Online social interaction, Perceived ease of use, Receiver expertise",

author = "Yangyang Jiang and Yong Rao and Balaji, {M. S.} and Xu, {Dan Xian}",

note = "Publisher Copyright: {\textcopyright} 2020.",

year = "2020",

doi = "10.3727/108354220X15758301241693",

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TY - JOUR

T1 - Travel posts on wechat moments

T2 - A model for eWOM effectiveness

AU - Jiang, Yangyang

AU - Rao, Yong

AU - Balaji, M. S.

AU - Xu, Dan Xian

PY - 2020

Y1 - 2020

N2 - The purpose of this study is to empirically investigate factors and boundary conditions that may affect the effectiveness of electronic word-of-mouth (eWOM) in influencing a consumer's travel decision-making behavior. The conceptual model was tested using data collected from Chinese WeChat users. An online survey generated 550 valid responses. Results show that eWOM content richness and perceived ease of use of the eWOM platform positively influence eWOM effectiveness, while the eWOM receiver expertise is negatively associated with eWOM effectiveness. In addition, a consumer's social interaction with others on the social media platform moderates the aforementioned relationships. Theoretical and managerial implications are elaborated.

AB - The purpose of this study is to empirically investigate factors and boundary conditions that may affect the effectiveness of electronic word-of-mouth (eWOM) in influencing a consumer's travel decision-making behavior. The conceptual model was tested using data collected from Chinese WeChat users. An online survey generated 550 valid responses. Results show that eWOM content richness and perceived ease of use of the eWOM platform positively influence eWOM effectiveness, while the eWOM receiver expertise is negatively associated with eWOM effectiveness. In addition, a consumer's social interaction with others on the social media platform moderates the aforementioned relationships. Theoretical and managerial implications are elaborated.

KW - Content richness

KW - Electronic word-of-mouth (eWOM) effectiveness

KW - Online social interaction

KW - Perceived ease of use

KW - Receiver expertise

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DO - 10.3727/108354220X15758301241693

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JO - Tourism Analysis

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Travel posts on wechat moments: A model for eWOM effectiveness

Abstract

Keywords

ASJC Scopus subject areas

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