THE MODERATED MEDIATION EFFECT OF ELECTRONIC WORD-OF-MOUTH (EWOM) COMPONENTS ON PURCHASE INTENTION IN TOURISM: THE CASE OF TURKEY

Abstract

Consumers often obtain two identical types of information before making a purchase decision; overall numerical ratings (electronic word of mouth) and individual oral reviews (word of mouth). Both have a specific use on hosts and are important. However, no known research has investigated the use of numerical evaluation cues and websites on the purchase decision. This study examines the impact of electronic word-of-mouth (eWOM) on consumer behavior in the tourism sector. It focuses on factors influencing eWOM and purchase intent, tourists’ perceptions of eWOM, and purchase intention. The study used the quantitative method, and data were collected using a questionnaire. We used 640 questionnaires from Russian and German tourists visiting Antalya. The data were analyzed using statistical analysis programs. Twelve hypotheses developed using related theories were tested by regression analysis. The results of this analysis show that eWOM impacts purchase intention. Purchase intention consists of the components of perceived risk, popularity, usefulness, trust, and information quality. The results show that online consumers’ perceptions of trust, risk, popularity, and usefulness depend on the rating score component, the website’s familiarity status, and the number of reviews. Perceptions of trust, risk, popularity, and usefulness increase the mediating power of the eWOM effect variable in cases where the website is not recognized. Perceived trust, risk, and usefulness influence purchase intention in cases where the number of reviews is high. These results show that consumers’ perceptions of eWOM’s popularity depend on the number of reviews. We aim to achieve the objective using a designed scenario. There needed to be more information in the scenarios. Therefore, the methods were limited to the familiarity of the website, the rating level, and the intensity of the stimuli. One of the limitations of the research is the measurement of perceived trust, risk, usefulness, and popularity in the information process. This study differs from the eWOM researches in the field of tourism in two points. The data collection tool of the first point study is different from a classical questionnaire and includes a scenario. Participants are presented with a screenshot of an online review and rating system for a hotel business. The presented image includes comment, rating valance, density, and website familiarity as components of the eWOM. It can be stated that trying to determine the perceptions of the participants about the eWOM presented to them after the scenario allows focusing on the perception that is desired to be measured, and it can be stated that it will provide a more accurate measurement (validity) opportunity compared to the classical questionnaires, which are answered with general thoughts without focusing on a specific event. Another point where the study differs is that it used the eWOM effect as a mediator variable in the relationship between eWOM readers' perceptions of trust, popularity, risk and usefulness, and purchase intention. Key Words: Word-Of-Mouth, Online Review, Electronic Word-Of-Mouth, Perceived Ewom Effect, Purchase Intention, Online Consumer Behavior