Impact of E-Wom Adoption on Online Customers’ Behavior through Customers’ Positive Attitude towards Online Travel Agencies

Abstract

Online consumer reviews provide a large amount of information for consumers to evaluate services before making a purchase. This study investigated the effect of electronic Word of Mouth (e-WOM) on online travel agencies (OTA), online accommodation booking behavior and the mediating role of customers’ attitudes to OTA in predicting customer booking behavior. The survey data of 412 customers, who booked their accommodation on online travel agencies, is analyzed using Structural Equation Modeling (SEM). The results show that e-WOM adoption has a positive influence on booking behavior, and customer attitude toward OTA has a mediating role in the relationship between e-WOM adoption and booking behavior. These results thereby emphasize the role of the OTA channel in online marketing services.