The impact of electronic Word of mouth on the consumption behavior intention of Chinese tourists
Zhang Nan
City University Malaysia
Dr. Simon Kwong Choong Mun
City University Malaysia
DOI: https://doi.org/10.59429/bam.v6i3.7346
Abstract
With the popularization of the Internet and the development of social media, electronic Word-of-Mouth (eWOM) has emerged as one of the pivotal factors influencing consumer decision-making. This study aims to investigate which characteristics of eWOM significantly impact the consumption behavior intentions of Chinese tourists. Through questionnaire surveys and data analysis, we found that positive evaluations (i.e., overall positivity) and credibility of eWOM have a notable positive influence on the consumption behavior intentions of Chinese tourists. However, the data from this study did not directly support whether the timeliness of eWOM also significantly impacts consumption behavior intentions, warranting further exploration in future research. Overall, this study offers a fresh perspective on understanding the role of eWOM in the tourism consumption landscape and provides valuable insights for tourism enterprises and market strategists.
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