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Serial Mediation Of Perceived Usefulness And Ewom Adoption In Virtual Communities And The Moderating Effect Of Gender

Author

Listed:
  • 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)

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.

Suggested Citation

  • Amel Saidani & Lamia Nechoud & Faouzi Ghidouche & Kamila Ghidouche Ait-Yahia, 2023. "Serial Mediation Of Perceived Usefulness And Ewom Adoption In Virtual Communities And The Moderating Effect Of Gender," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 29(1), pages 87-102, January.
    • Handle: RePEc:tho:journl:v:29:y:2023:n:1:p:87-102
    DOI: https://doi.org/10.20867/thm.29.1.8
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    References listed on IDEAS

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    1. Rodgers, Shelly & Harris, Mary Ann, 2003. "Gender and E-Commerce: An Exploratory Study," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 322-329, September.
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    More about this item

    Keywords

    spa; wellness tourism; service quality; assurance; SERVQUAL; Bangkok;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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