What motivates posting online travel reviews? Integrating gratifications with technological acceptance factors

Shuchita Bakshi (), Nikita Dogra () and Anil Gupta ()
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Shuchita Bakshi: University of Jammu School of Hospitality and Tourism Management University of Jammu, Jammu, India
Nikita Dogra: University of Jammu School of Hospitality and Tourism Management University of Jammu, Jammu, India
Anil Gupta: University of Jammu School of Hospitality and Tourism Management & The Business School University of Jammu, Jammu, India

Tourism and Hospitality Management, 2019, vol. 25, issue 2, 335-354

Abstract: Purpose –The aim of the present study is to understand the effect of travelers’ motivations and technological acceptance factors on intentions to post online reviews. Design- Uses and gratification and the extended unified theory of acceptance and use of technology (UTAUT2) were applied as the basis of the present study. Methodology – A structured questionnaire was designed on the basis of the previous literature. 600 questionnaires were distributed out of which 273 valid responses were considered for statistical analysis. Findings – The results reveal that altruism, reciprocity, effort expectancy, habit and hedonic motivations have positive influence, whereas economic rewards negatively influence the intentions of travelers to post online reviews. However, there is no significant relationship between social influence and review posting intentions of travelers. Moreover, a significant relationship was observed between altruism and effort expectancy; reciprocity and effort expectancy and habit and effort expectancy. Further, both behavioural intentions and habit were significant predictors of actual usage. Originality/ Value – The present study is among the few studies which investigate the effect of motivational factors in conjunction with technological acceptance factors on travel review posting intentions.

Keywords: online reviews; uses and gratification; extended unified theory of acceptance and use of technology; motivations Journal: Tourism and Hospitality Management (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:25:y:2019:n:2:p:335-354

DOI: 10.20867/thm.25.2.5

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