Motivations and attitudes towards consulting eWOM when booking accommodation

Abstract

AbstractThis study explores the process of formation of attitudes towards eWOM by analyzing the relationships among “perceived credibility, volume and confirmation of consulted eWOM—motivations—attitudes towards consulted eWOM”. Using a sample of 393 Spanish hotel guests, the results confirm this chain of relationships, except for the effect of volume on motivations, and the mediating role of these motivations. The novelty of this work lies in the study of eWOM behavior from the receiver’s perspective, since it analyzes the antecedents of eWOM motivations and their relationship with the attitudes towards that information.