Exploring electronic word-of-mouth (eWOM) in the consumer purchase decision-making process: the case of online holidays – evidence from United Kingdom (UK) consumers

Chen, Cheng, Nguyen, Bang, Klaus, P. and Wu, Meng-Shan (2015) Exploring electronic word-of-mouth (eWOM) in the consumer purchase decision-making process: the case of online holidays – evidence from United Kingdom (UK) consumers. Journal of Travel & Tourism Marketing, 32 (8), 953-970. (doi:10.1080/10548408.2014.956165).

Record type: Article

Abstract

This study explores the role of electronic word-of-mouth (eWOM) in the consumer decision-making process when purchasing a holiday. Using an ethnographic approach, it explores the role of eWOM on consumers’ attitudes toward online reviews (eReviews) and their subsequent behavior. Across the consumer decision-making processes – information search, evaluation, and purchase – the study develops a conceptual framework with three eWOM dimensions: (1) motivation, (2) source, and (3) content. Findings explore the variations of eWOM’s influence across the decision-making stages with implications for theory and practice. The study further highlights implications for segmentation practices in the tourism industry

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