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Decomposing the Effect of Brand Image in Influencing Information Adoption: The Case of Online Travel Agents

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  • Prerna Garg
  • Anoop Pandey

Abstract

The availability of information in the form of online reviews offered by online travel agents (OTAs) is playing an important role in the travel decisions of today’s consumer. Considering the huge amount of attention given to behavioral dimension in decision making literature and the popularity of the information adoption model, the present study aims at exploring the direct and indirect effect of information quality (IQ) and information credibility (IC) on attitude toward information usefulness (AT). The study specifically bridges the gap in the literature of information adoption by using brand image (BI) of the OTA as a mediator. The research also examines the subsequent effect of attitude toward information usefulness on information adoption (IA). Convenience sampling technique has been used to gather responses and structural equation modeling has been used to analyze the data. The results confirm the presence of partial mediation effect in the proposed relationships between IQ, IC, BI, and AT and posit a significant effect of attitude toward information usefulness on the adoption of information. The study concludes that it is imperative for marketers in the travel industry to understand that perception of their brand plays a very important role in positioning their information as a useful one.

Suggested Citation

  • Prerna Garg & Anoop Pandey, 2023. "Decomposing the Effect of Brand Image in Influencing Information Adoption: The Case of Online Travel Agents," Business Perspectives and Research, , vol. 11(1), pages 11-27, January.
    • Handle: RePEc:sae:busper:v:11:y:2023:i:1:p:11-27
    DOI: 10.1177/22785337211034104
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    References listed on IDEAS

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