Antecedents of Online Information Adoption Behavior: An Empirical Study in Tourism Using Online Travel Agent Services

摘要

The digitalization has changed the business paradigm, including the tourism industry. Tourists are becoming more familiar with using Online Travel Agent booking and leaving the traditional booking method. This study examined the antecedents of online information adoption behavior in travel booking. Four dimensions, namely source credibility, perceived risk, argument quality, and information usefulness, were analyzed to understand the consequences of tourists' online information adoption behavior. A total of 200 valid data from the respondents within the age range of 18-60 years old was gathered for this research. The results from SEM-AMOS statistical analysis indicated that three dimensions of e-WOM source credibility had a positive impact on consumer's perceived risk. Moreover, the perceived risk was also proven to have an impact on the consumer's argument quality and information usefulness. Furthermore, these two variables had a positive impact on a consumer's online information adoption.