The effects of consumer-generated media on Vietnamese travelers' decision making - Mediation analysis of perceived credibility and trust

Abstract

This study investigates the factors influencing consumer perception of credibility of online travel-related information on online communities, especially on online social networks and, in turn, the degree to which the perception of online information credibility affects trust and travel decision making. Online and offline surveys of Vietnamese consumers were conducted with a total of 328 individuals responding to questionnaires regarding the determinants of consumer perceptions, online trust and the use of online information for travel decisions. The findings show that online social network use is widespread in travel information exchanges and the degree of perception of online information credibility by the consumer has a positive effect on trust, as well as on the travel decision of the consumer.