(The Effect of eWOM on the Online Holiday Purchase Behaviors of Academics Within of ETAM)

Abstract

Purpose – Online comments are of great importance on the consumer and marketing world of the present century for both consumers and companies. The resources of electronic word-of-mouth (eWOM) marketing on digital platforms play an important role on the consumers' choice of a product or a service. In this study, it was aimed to investigate the effect of eWOM on attitudes and behaviors related to online holiday purchasing situations; therefore, a model was developed accordingly. Design/methodology/approach – The effect of eWOM is explained by means of the Structural Equation Model (SEM) built on the Planned Behavior Theory (PBT) and Extended Technology Acceptance Model (E-TAM). In this model, the external variables named Confidence and Image were taken into account. The proposed model was based on the data obtained from 329 employees of academic staff in universities. Exploratory and confirmatory factor analyses were used to test the reliability and validity of the scale. The offered model was evaluated by SEM, and the offered hypotheses were tested. Findings – Although the proposed main hypothesis and six of the fourteen sub-hypotheses were not supported, it was found that there are meaningful relationships between the dimensions of the model under consideration. As a result of the handled model, it was observed that trust and eWOM has a positive and significant effect on academicians' online holiday purchasing behaviors. Discussion – This study has importance to develop the roles of both consumers and companies on tourism marketing since it determines the effective parameters on the intention of online holiday purchasing.