SERIAL MEDIATION OF PERCEIVED USEFULNESS AND EWOM ADOPTION IN VIRTUAL COMMUNITIES AND THE MODERATING EFFECT OF GENDER

Amel Saidani (), Lamia Nechoud (), Faouzi Ghidouche () and Kamila Ghidouche Ait-Yahia ()
Additional contact information
Amel Saidani: Ecole des Hautes Etudes Commerciales, P.U Koléa, Tipaza, Algeria
Lamia Nechoud: Ecole des Hautes Etudes Commerciales, P.U Koléa,Tipaza, Algeria
Faouzi Ghidouche: Ecole des Hautes Etudes Commerciales, P.U Koléa, Tipaza, Algeria
Kamila Ghidouche Ait-Yahia: Ecole des Hautes Etudes Commerciales, P.U Koléa, Tipaza, Algeria

Tourism and Hospitality Management, 2023, vol. 29, issue 1, 87-102

Abstract: Purpose – This study analyzes the adoption behavior of eWOM information from the consumer’s perspective. In virtual communities, this study examines the serial mediation of perceived usefulness and adoption of eWOM between eWOM characteristics (credibility, quality, and vivacity) and the intention to visit a tourist destination and gender as a moderator. This study makes a significant theoretical and practical contribution by the purpose of an integrative model, according to the ELM model, and by examining the moderating effect of gender. Design/Methodology/Approach – This study tests the hypothesis using an experimental scenario simulation method. Signals embedded in various components of the eWOM (stimuli/ scenarios) were used, such as interactivity with the message (Like number, comment, sharing) or the content of the message (Text, Visual, Video). The new model (based on the ELM model) was validated by PLS-SEM based on an online survey of 548 members of the virtual consumption communities where content shared is about tourism and hospitality, tourism experiences, and recommendations of Algerian tourist destinations. Findings – The results confirm that perceived usefulness and adoption are two serial mediators between the relationship between eWOM characteristics and visit intention. Finally, gender moderates the indirect effect between eWOM quality and the intention to visit. Originality of the research – This study proposes to develop an integrative model by testing the serial mediating effects of perceived usefulness and information adoption for the first time regarding the influence of the three eWOM characteristics on behavioral intention and investigates the role of gender as a moderator.

Keywords: spa; wellness tourism; service quality; assurance; SERVQUAL; Bangkok (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://hrcak.srce.hr/clanak/429262 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:29:y:2023:n:1:p:87-102

DOI: 10.20867/thm.29.1.8

Access Statistics for this article

More articles in Tourism and Hospitality Management from University of Rijeka, Faculty of Tourism and Hospitality Management
Bibliographic data for series maintained by Ana Montan ( this e-mail address is bad, please contact ).