How eWOM shapes online hotel booking decisions on booking.com: An integrated IAM–TPB approach
Main Article Content
Abstract
Purpose – This study examines how electronic word-of-mouth (eWOM) influences consumers’ online hotel booking decisions on Booking.com. By integrating the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB), the study explains how eWOM quality and source credibility are translated into booking decisions through information usefulness, attitude toward behavior, subjective norm, and perceived behavioral control.
Design/methodology/approach – A quantitative survey was conducted among Booking.com users in Ho Chi Minh City, Vietnam. Data collected from 263 valid respondents were analyzed using partial least squares structural equation modeling with SmartPLS 4.0.
Findings – All eight proposed relationships were statistically significant at p < 0.001. eWOM quality (β = 0.360) and source credibility (β = 0.369) positively influenced information usefulness. Information usefulness subsequently had positive effects on attitude toward behavior (β = 0.613), subjective norm (β = 0.589), and perceived behavioral control (β = 0.501). In turn, attitude toward the behavior (β = 0.391), subjective norm (β = 0.358), and perceived behavioral control (β = 0.223) positively affected online hotel booking decisions.
Originality/value – The study extends eWOM and online tourism research by integrating the information-evaluation mechanism of IAM with the psychological determinants of TPB in a unified framework. It provides empirical evidence explaining the pathway through which eWOM characteristics influence hotel booking decisions in the context of an online travel agency platform in Vietnam.
Practical implications – Online travel agencies and accommodation providers should enhance the relevance, clarity, and credibility of customer reviews, prioritize verified reviews, and improve platform usability. These measures can increase the perceived usefulness of online information, foster favorable attitudes and social influence, strengthen consumers’ confidence in the booking process, and ultimately facilitate booking decisions.
Keywords
eWOM; Online hotel booking; IAM; TPB; Booking.com
Article Details
Field of Economic (JEL Codes)
M30 - General - M31 - Marketing - M37 - Advertising - Marketing and Advertising
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