The Influence Of Electronic Word-Of-Mouth On Online Hotel Booking Purchasing Intention In Online Travel Agent
Abstract
This study looks into the influence of Electronic Word-of-Mouth (eWOM) on Indonesian consumers’ hotel booking
intentions through Online Travel Agents (OTAs). It showcase the role of eWOM in shaping consumer trust as well
as decision-making in online travel markets, emphasizing factors such as reviewer expertise, information credibility,
and the recognized quality of shared content. The study formulates its research problem, objectives, and
contributions while grounding the analysis in established theoretical frameworks, namely the Theory of Planned
Behaviour (TPB) and the Information Adoption Model (IAM). A review of prior studies on consumer behaviour,
online travel marketing, and eWOM provides the foundation for examining issues such as social influence,
information accuracy, and the mechanisms by which digital platforms foster consumer trust. Methodologically, the
study employs Partial Least Squares Structural Equation Modelling (PLS-SEM) to assess the causal relationships
between eWOM dimensions and purchase intention. PLS-SEM is chosen for its suitability in exploratory and
predictive research, as it allows for a comprehensive evaluation of both measurement and structural models. To
ensure the robustness of findings, the analysis incorporates key statistical assessments, including path coefficients,
reliability indices, convergent validity, and discriminant validity. By leveraging the strengths of PLS-SEM, this
study produces empirical evidence that offers strategic insights for OTAs seeking to strengthen customer
engagement and refine eWOM-based marketing approaches in Indonesia’s increasingly competitive digital tourism
industry.
Keywords: Electronic Word-of-Mouth (eWOM), Online Travel Agents (OTAs), Purchasing Intention In Online Travel Agent
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