Study On Tourists’Information Adoption Intention Of Online Reviews

With the popularity of the Internet and the maturity of consumers’ consumptionconcepts, online reviews and eWOM have become the focus of research recently.Literature review indicates that previous scholars’ research about online reviews’influences on consumer behavioral intentions were focused on consumers’ purchaseintention and eWOM re-dissemination intention without noticing that the mostimportant prerequisite is whether the consumers adopt information and viewpointsfrom online reviews. This microscopic research perspective has been overlooked tosome extent.In this study, based on literature review and by combining ELM and the TAM,this paper established an information adoption model of online reviews and finishedan empirical study with a survey conducted among tourists. The results show that: inthe face of online reviews, tourists not only take online reviews’ quality of contentinto consideration, but also deliberate the sender’s expertness and reputation of theplatform websites. Online reviews’ content quality affects tourists’ perceivedusefulness of online reviews and thus influences their information adoption intention.Senders’ expertness influences tourists’ trust about online reviews and trust affectstheir perceived usefulness and exert an influence on receivers’ information adoptionintention; reputation of website influences both tourists’ perceived usefulness andtrust about online reviews. Trust and perceived usefulness are key indicators ofconsumers’ information adoption intention.Practical suggestions for online reviews management are also made in this paper.