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“Do We Believe in TripAdvisor?” Examining Credibility Perceptions and Online Travelers’ Attitude toward Using User-Generated Content

“Do We Believe in TripAdvisor?” Examining Credibility Perceptions and Online Travelers’ Attitude... Recent press reports and complaints by hoteliers have called into question the credibility of travel-related user-generated content (UGC). Yet our understanding of the role of credibility perceptions in the context of UGC is limited, notwithstanding the rising interest in social media. Using an online survey of 661 travel consumers, this study applies the component-based structural equation modeling technique of partial least squares to examine online travelers’ perceptions of the credibility of UGC sources and how these perceptions influence attitudes and intentions toward UGC utilization in the travel planning process. The model also draws on the theory of homophily to make predictions about the antecedent of credibility. Results validate the Source Credibility Theory in the context of UGC but also accentuate the central mediating role of attitude. In addition, the study finds support for perceptual homophily as a critical determinant of both credibility and attitude. Theoretical and managerial implications are highlighted. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Travel Research SAGE

“Do We Believe in TripAdvisor?” Examining Credibility Perceptions and Online Travelers’ Attitude toward Using User-Generated Content

Journal of Travel Research , Volume 52 (4): 16 – Jul 1, 2013

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References (87)

Publisher
SAGE
Copyright
© 2013 SAGE Publications
ISSN
0047-2875
eISSN
1552-6763
DOI
10.1177/0047287512475217
Publisher site
See Article on Publisher Site

Abstract

Recent press reports and complaints by hoteliers have called into question the credibility of travel-related user-generated content (UGC). Yet our understanding of the role of credibility perceptions in the context of UGC is limited, notwithstanding the rising interest in social media. Using an online survey of 661 travel consumers, this study applies the component-based structural equation modeling technique of partial least squares to examine online travelers’ perceptions of the credibility of UGC sources and how these perceptions influence attitudes and intentions toward UGC utilization in the travel planning process. The model also draws on the theory of homophily to make predictions about the antecedent of credibility. Results validate the Source Credibility Theory in the context of UGC but also accentuate the central mediating role of attitude. In addition, the study finds support for perceptual homophily as a critical determinant of both credibility and attitude. Theoretical and managerial implications are highlighted.

Journal

Journal of Travel ResearchSAGE

Published: Jul 1, 2013

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