Puzzling out characteristics of ewom inducing Vietnamese millennials' possibility of booking hotels via online travel agency sites
Abstract
This paper is aimed to puzzle out factors contributing to the proposed set of hypothesized relationships inducing perceived eWOM credibility and purchase intention of Vietnamese Millennials when seeking for hotel reviews on Online Travel Agencies’ (OTAs) site. The study is conducted by quantitative approach with 365 qualified data collected via online travelling groups in social network sites (e.g., Facebook) in April 2018. Statistical applied techniques include exploratory factor analysis, confirmatory factor analysis and structural equation modeling using AMOS version 20. The results theoretically and empirically proved that booking intention of Vietnamese Millennials was affected mostly by source trustworthiness. Some notable peculiarities in research findings existed due to the potential differences in nature of OTA’ site have contributed to the debate of existing eWOM literature. Each of the two indirect paths to perceived eWOM credibility and purchase intention was further examined and one of which was found to be necessary. On the other hand, it must be acknowledged that this research still contend within it several limitations related to the sampling method. However, in practical view, the findings of this research not only enrich understanding of factors inducing perceived eWOM credibility but also benefit marketers by providing preliminary recommendations in approaching Vietnamese Millennial eWOM receivers, also known as the most potential consumers, on OTA’ platform via credible eWOM initiatives.