This study explores the influence that the value of lectronic word of mouth(e-WOM) tourism information has over information satisfaction and behavior intention in the perspective of the expectancy-disconfirmation theory(EDT), in order to find an effec...
This study explores the influence that the value of lectronic word of mouth(e-WOM) tourism information has over information satisfaction and behavior intention in the perspective of the expectancy-disconfirmation theory(EDT), in order to find an effective way of providing tourism information. For this research, literature review, a study of preceding research, a questionnaire survey and a statistical
analysis were done.
The relationship between factors of EDT; expectation, perceived performance, disconfirmation, satisfaction and relationship between satisfaction and behavior intention, were identified through extensive review of the literature. In addition, varied opinions on EDT and recent usage trend of e-WOM tourism information were reviewed through the study of preceding research.
For this study, a questionnaire survey was conducted on the public who had experience on using e-WOM tourism information. With respect to statistical research analysis, confirmatory factor analysis and path analysis were done to confirm the influence of expectation, perceived performance and disconfirmation on information satisfaction(which is based on EDT model) and the influence of information satisfaction on behavior intention.
The results are summarized as follows:
First, it was found that the expectation of the value of e-WOM tourism information has a positive effect on both perceived performance and disconfirmation. Second, it was found that the perceived performance of e-WOM tourism information has a positive effect on disconfirmation. Third, it was found that disconfirmation has a positive effect on information satisfaction. Fourth, it was found that information satisfaction has a positive effect on behavior intention.
The implications drawn from the above study results are as follows:
First, as potential travelers became thorough and active on information search and pursuit of various information value dimensions to make prudent travel decisions, this study differs from the previous studies in applying the intangible
featured value of e-WOM tourism information to EDT and verified the influence on information satisfaction.
Second, in practical terms, according to the result of the questionnaire survey, the findings of this study can be useful to tourism-related businesses and organizations in providing information which can meet potential travelers’ needs with a greater understanding of the most used e-WOM tourism information source. It will help them to find a way to choose an effective tourism information source
and make the best use of it, and also to develop it continuously.
Third, this study reveals that identifying, assessing information value dimensions and recognizing travelers’ perceived values can be useful to the marketers of
tourism-related businesses and organizations in creating publicity campaigns and planning for sales promotions. Moreover, it can provide abundant information and improve travelers’ information search behavior which would facilitate their subsequent travel decision making.