Impacts of electronic word-of-mouth (eWOM) from social networks sites (SNS) on the intention to purchase tourism accommodation of Gen Z in Vietnam

Long, Nguyen Phi

doi:10.15439/2022M3884

Artykuł - szczegóły

Tytuł artykułu

Impacts of electronic word-of-mouth (eWOM) from social networks sites (SNS) on the intention to purchase tourism accommodation of Gen Z in Vietnam

Autorzy

Long Nguyen Phi

Wybrane pełne teksty z tego czasopisma

http://annals-csis.org

Identyfikatory

DOI

10.15439/2022M3884

Warianty tytułu

Konferencja

Proceedings of the 2022 International Conference on Research in Management & Technovation

Języki publikacji

Abstrakty

Social networking sites (SNSs) have been playing a significant role in spreading electronic word-of-mouth (eWOM) amongst gen Z tourists in Vietnam recently. However, the underlying process by which customer-to-customer (C2C) eWOM from SNSs affects tourism consumers has not been fully studied. The author of this paper introduces a comprehensive research model that concentrates on the impacts of C2C eWOM using the information/ persuasion relationship as regards to the intention to make purchases. This research gathered data from 382 Vietnamese participants through traditional paper questionnaires. The collected quantitative data was processed through SPSS. The statistical results suggest that perceived persuasiveness, perceived expertise, and perceived trustworthiness are a positive relationship with eWOM usefulness from SNSs. Also, eWOM usefulness was confirmed to increase the probability of eWOM adoption, which, in turn, can boost the purchase intention toward the tourism accommodations proposed in the eWOM. This empirical study can enable marketers to gain an in-depth understanding of the impacts of eWOM from SNSs, especially from key opinion leaders (KOLs), on consumer purchase behaviour of tourism products. Accordingly, our findings can inspire marketers to plan and execute effective SNSs marketing campaigns to generate trustworthy and useful C2C eWOM, thus, increasing the intention to purchase tourism accommodations.

Słowa kluczowe

eWOM social networking sites information usefulness information adoption purchase intention

Wydawca

Polskie Towarzystwo Informatyczne

Czasopismo

Annals of Computer Science and Information Systems

Rocznik

2022

Tom

Vol. 34

Strony

139--149

Opis fizyczny

Bibliogr. 92 poz., rys., tab.

Twórcy

autor

Long Nguyen Phi

longnp@thanglong.edu.vn

Department of Tourism and Hospitality, Thang Long Univeristy Dai Kim, Hoang Mai, Ha Noi

Bibliografia

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).

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Bibliografia

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