Antecedents of Travellers’ Electronic Word-of-Mouth Communication

Silvia Liang, Yuksel Ekinci, Nicoletta Occhiocupo, Georgina Whyatt

Research output: Contribution to journalArticlepeer-review

72 Citations (Scopus)


Electronic word-of-mouth (eWOM) is recognised as a means of interpersonal communication and a powerful marketing tool. However, previous studies have focussed on related motivations, and limited attention has been given to understanding the antecedents of eWOM communication behaviour in the travel industry. This study proposes a full and partial mediation model, which brings together for the first time three key antecedents: adoption of electronic communication technology, consumer dis/satisfaction with travel consumption experience, and subjective norm. The model aims to understand the impact of these antecedents on travellers' attitude towards eWOM communication and intention to use eWOM communication media. The data were collected from international travellers (n = 524), and structural equation modelling is used to test the conceptual framework. The findings of the study suggest that overall attitude towards eWOM communication partially mediates the impact of the traveller's adoption of electronic communication technology and subjective norm, and fully mediates the impact of consumer dis/satisfaction with travel consumption experience on travellers' intention to use eWOM communication media.
Original languageEnglish
Pages (from-to)584-606
Number of pages22
JournalJournal of Marketing Management
Issue number5-6
Early online date4 Mar 2013
Publication statusPublished - 2013
Externally publishedYes


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