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How customer-driven and vendor-driven information cues shape a travel app user behaviour?

How customer-driven and vendor-driven information cues shape a travel app user behaviour? This study aims to apply the stimulus-organism-response framework to uncover the underlying mechanism by which the perceived helpfulness of online customer reviews (OCRs) drives behavioural intentions in mobile travel app commerce. Also, the current study explores how vendor-driven perceived usefulness of a product and its attributes influence the mediated relationship between perceived helpfulness of OCRs (OCRs helpfulness) and behavioural intentions.Design/methodology/approachThe online survey (n = 151) was used to collect the data. The authors used structural equation modelling and the bias-corrected bootstrap method to test the proposed conceptual model for mediation and moderated-mediation effect.FindingsFindings indicate that the perceived OCRs helpfulness has an indirect positive effect, via trust and attitude, on travel app downloading intention. Moreover, results suggest that the presence of vendor cues (vendor-generated informational content about a travel app) does not significantly moderate the mediating effect of perceived OCRs helpfulness on travel app downloading intention.Originality/valueThe present study reinforces the applicability of the warranting principle in the context of travel app commerce by exploring the relative effectiveness of customer-generated and vendor-generated informational content in influencing travel app downloading intention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

How customer-driven and vendor-driven information cues shape a travel app user behaviour?

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
DOI
10.1108/jhtt-02-2020-0044
Publisher site
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Abstract

This study aims to apply the stimulus-organism-response framework to uncover the underlying mechanism by which the perceived helpfulness of online customer reviews (OCRs) drives behavioural intentions in mobile travel app commerce. Also, the current study explores how vendor-driven perceived usefulness of a product and its attributes influence the mediated relationship between perceived helpfulness of OCRs (OCRs helpfulness) and behavioural intentions.Design/methodology/approachThe online survey (n = 151) was used to collect the data. The authors used structural equation modelling and the bias-corrected bootstrap method to test the proposed conceptual model for mediation and moderated-mediation effect.FindingsFindings indicate that the perceived OCRs helpfulness has an indirect positive effect, via trust and attitude, on travel app downloading intention. Moreover, results suggest that the presence of vendor cues (vendor-generated informational content about a travel app) does not significantly moderate the mediating effect of perceived OCRs helpfulness on travel app downloading intention.Originality/valueThe present study reinforces the applicability of the warranting principle in the context of travel app commerce by exploring the relative effectiveness of customer-generated and vendor-generated informational content in influencing travel app downloading intention.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Dec 1, 2021

Keywords: Mobile apps; Electronic word-of-mouth; Online customer reviews; Intent to download; Vendor-generated informational content; 下载意向; 移动APP; 电子口碑; 在线评论; 供应商生成的信息内容

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