E-WOM SOURCE CREDIBILITY, RISK PERCEPTIONS, ARGUMENT QUALITY INFORMATION USEFULNESS AND INFORMATION ADOPTION ON THE USE OF ONLINE TRAVEL AGENT SERVICES IN INDONESIA
HILMY AMMAR RAFI, 15311464
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The digitalization has been changing the way of conducting business nowadays, including the tourism industry. Technology has given a birth to a new platform called as Online Travel Agent and shifted the traditional method of providing the needs of touristic product such as hotel room. Not only give an easiness in the booking process, but these platforms also give consumers tons of information regarding to it. With these conditions, the credibility of the information has seen as an important element, and yet should be investigated. This research included four dimensions of source credibility (expertness, trustworthiness, objectivity, and homophily), and four other variables such as perceived risk, argument quality, information usefulness, and information adoption. Furthermore, the total of 200 valid data from the respondents in the range of 18-60 years old was gathered for this research. The result indicated that three dimensions of e-WOM source credibility had a positive impact toward consumer’s perceived risk. Moreover, the perceived risk was also proven to have an impact toward the consumer’s argument quality and information usefulness, as well as these two variables had a positive impact toward consumer’s information adoption.
- Economics