Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/23293
Title: Do we believe in TripAdvisor? Examining credibility perceptions and online travelers' attitude toward using user-generated content
Authors: Ayeh, JK
Au, N 
Law, R 
Issue Date: 2013
Source: Journal of travel research, 2013, v. 52, no. 4, p. 437-452
Abstract: Recent press reports and complaints by hoteliers have called into question the credibility of travel-related user-generated content (UGC). Yet our understanding of the role of credibility perceptions in the context of UGC is limited, notwithstanding the rising interest in social media. Using an online survey of 661 travel consumers, this study applies the component-based structural equation modeling technique of partial least squares to examine online travelers' perceptions of the credibility of UGC sources and how these perceptions influence attitudes and intentions toward UGC utilization in the travel planning process. The model also draws on the theory of homophily to make predictions about the antecedent of credibility. Results validate the Source Credibility Theory in the context of UGC but also accentuate the central mediating role of attitude. In addition, the study finds support for perceptual homophily as a critical determinant of both credibility and attitude. Theoretical and managerial implications are highlighted.
Keywords: Source credibility
Perceptual homophily
User-generated websites
Social media
Partial least squares
Publisher: SAGE Publications
Journal: Journal of travel research 
ISSN: 0047-2875
EISSN: 1552-6763
DOI: 10.1177/0047287512475217
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