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A Study on Travelers’ Motivation to Provide Online Reviews

Affiliations

  • Professor of Marketing, Marketing Department, ISB & M, Pune, PUNE Nande Campus, S. No. 44/1, 44 1/ 2, Nande Village, Pashan Sus Road, Pune - 412 115, Maharashtra, India
  • Assistant Professor, Indian Institute of Management, Ranchi, 5th Floor, Suchna Bhawan, Audrey House Campus, Meur’s Road, Ranchi - 834 008, Jharkhand, India
  • Associate Professor of Marketing, IMT Nagpur, 35 Km Milestone, Katol Road, Nagpur - 441 502, Maharashtra, India

Abstract


Information communication technology has changed people’s behavior towards gathering and assimilating information resulting in their dependence on electronic word-of-mouth to fulfill their information needs. With the help of the theory of planned behavior as the conceptual base, the present study aimed at examining the role of antecedent factors – to inform other travelers, show concern, express their enjoyment, subjective norms, and perceived behavioral control on travelers’ attitude. Further, the impact of attitude on their intention to write reviews was also studied. The results suggested a significant impact of informing others, concern for others, expressing enjoyment, and subjective norms on travelers’ attitude towards writing reviews. This attitude triggered travelers’ intent to provide reviews. The original contribution of the study is in identifying the antecedent factors influencing travelers’ attitude and intention towards writing online reviews in the context of an emerging market (India).

Keywords

Motivation To Write Online Reviews, Electronic Word-of-Mouth, Express Enjoyment, Attitude Towards Ewom, Concern For Others, Subjective Norm, Perceived Behavioral Control.

Paper Submission Date : June 16, 2021 ; Paper Sent Back for Revision : July 13, 2021 ; Paper Acceptance Date : August 30, 2021 ; Paper Published Online : February 15, 2022.


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