Factors affecting the adoption of electronic word-of-mouth on the online travel agencies

Abstract

EWOM has become more and more important in marketing and communication. Therefore, it is essential to improve understanding of the behavioral consequences of EWOM, especially in the tourism and hospitality industries. This article bases the Information Adoption Model (IAM) to explore the factors affecting the adoption of EWOM by tourists in Vietnam. We measured the influence of six antecedents on EWOM adoption in Online Travel Agencies (OTA) based on survey data from 412 travellers. The results of this study show that EWOM quality, source credibility, overall average rating, quantity of EWOM, OTA ease of use, and service provider responses have a strong influence on customers’ EWOM adoption, including 02 new factors of “service provider responses”, and “OTA ease of use”.