Exploring Electronic Word-of-Mouth (eWOM) in The Consumer Purchase Decision-Making Process: The Case of Online Holidays – Evidence from United Kingdom (UK) Consumers

Cheng-hao Chen, Bang Nguyen, Philipp Klaus, Meng-shan Wu

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Abstract

This study explores the role of electronic word-of-mouth (eWOM) in the consumer decision-making process when purchasing a holiday. Using an ethnographic approach, it explores the role of eWOM on consumers’ attitudes toward online reviews (eReviews) and their subsequent behavior. Across the consumer decision-making processes – information search, evaluation, and purchase – the study develops a conceptual framework with three eWOM dimensions: (1) motivation, (2) source, and (3) content. Findings explore the variations of eWOM’s influence across the decisionmaking stages with implications for theory and practice. The study further highlights implications for segmentation practices in the tourism industry.
Original languageEnglish
Pages (from-to)953-970
JournalJournal of Travel & Tourism Marketing
Volume32
Issue number8
Early online date3 Jul 2015
DOIs
Publication statusPublished - 17 Nov 2015

Keywords

  • Online Review
  • electronic word-of-mouth (eWOM)
  • onsumer purchase decisionmaking process
  • information search
  • segmentation
  • United Kingdom

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