How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model
Today, electronic word-of-mouth (eWOM) is considered one of tourism businesses’ most effective forms of communication. Using eWOM on social media as an alternative decision aid can benefit consumers. This study examines the information adoption model to determine how consumers adopt eWOM on Instagra...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2023-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2022.2163525 |
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| author | Pantas H. Silaban Wen-Kuo Chen Surmida Sormin Yehezkiel Natamatua B. P. Panjaitan Andri Dayarana K. Silalahi |
| author_facet | Pantas H. Silaban Wen-Kuo Chen Surmida Sormin Yehezkiel Natamatua B. P. Panjaitan Andri Dayarana K. Silalahi |
| author_sort | Pantas H. Silaban |
| collection | DOAJ |
| description | Today, electronic word-of-mouth (eWOM) is considered one of tourism businesses’ most effective forms of communication. Using eWOM on social media as an alternative decision aid can benefit consumers. This study examines the information adoption model to determine how consumers adopt eWOM on Instagram, and the subsequent influence on their travel behaviour. This study identifies the need for information as a predictor of information usefulness, converted to adoption and visit intentions. To test the research hypotheses, 263 respondents who had visited destinations based on eWOM recommendations on Instagram participated in the experiment. The data were analysed using a structural equation modelling approach using Smart-PLS 3.0. The findings indicate that the need for information is the most significant factor affecting the usefulness of the information. Furthermore, source credibility and argument quality are critical factors in enhancing the information’s usefulness. Thus, this study has significantly contributed to the theory by adding the need of information to predict visit intentions in the IAM model. Consumers are more likely to adopt high-quality information and convert it into a visit intention. This study provides practical guidelines for tourism managers who wish to utilise social media platforms (e.g., Instagram) as marketing communication tools to encourage eWOM about their destinations. |
| format | Article |
| id | doaj-art-c90f0a37f65d4850be76172d8db8cf7c |
| institution | DOAJ |
| issn | 2331-1886 |
| language | English |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-c90f0a37f65d4850be76172d8db8cf7c2025-08-20T03:22:18ZengTaylor & Francis GroupCogent Social Sciences2331-18862023-12-019110.1080/23311886.2022.2163525How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption modelPantas H. Silaban0Wen-Kuo Chen1Surmida Sormin2Yehezkiel Natamatua B. P. Panjaitan3Andri Dayarana K. Silalahi4Graduate School, Master of Management Program, University of HKBP Nommensen, Medan, IndonesiaDepartment of Money and Banking, National Kaohsiung University of Science and Technology, Kaohsiung, TaiwanFaculty of Economics and Business, Management Program, University of HKBP Nommensen, Medan, IndonesiaDepartment of Business Administration, Chaoyang University of Technology, Taichung, TaiwanFaculty of Economics and Business, Management Program, University of HKBP Nommensen, Medan, IndonesiaToday, electronic word-of-mouth (eWOM) is considered one of tourism businesses’ most effective forms of communication. Using eWOM on social media as an alternative decision aid can benefit consumers. This study examines the information adoption model to determine how consumers adopt eWOM on Instagram, and the subsequent influence on their travel behaviour. This study identifies the need for information as a predictor of information usefulness, converted to adoption and visit intentions. To test the research hypotheses, 263 respondents who had visited destinations based on eWOM recommendations on Instagram participated in the experiment. The data were analysed using a structural equation modelling approach using Smart-PLS 3.0. The findings indicate that the need for information is the most significant factor affecting the usefulness of the information. Furthermore, source credibility and argument quality are critical factors in enhancing the information’s usefulness. Thus, this study has significantly contributed to the theory by adding the need of information to predict visit intentions in the IAM model. Consumers are more likely to adopt high-quality information and convert it into a visit intention. This study provides practical guidelines for tourism managers who wish to utilise social media platforms (e.g., Instagram) as marketing communication tools to encourage eWOM about their destinations.https://www.tandfonline.com/doi/10.1080/23311886.2022.2163525information adoption modelelectronic word of mouthtravel behaviourvisit intentionneed for informationInstagram |
| spellingShingle | Pantas H. Silaban Wen-Kuo Chen Surmida Sormin Yehezkiel Natamatua B. P. Panjaitan Andri Dayarana K. Silalahi How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model Cogent Social Sciences information adoption model electronic word of mouth travel behaviour visit intention need for information |
| title | How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model |
| title_full | How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model |
| title_fullStr | How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model |
| title_full_unstemmed | How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model |
| title_short | How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model |
| title_sort | how does electronic word of mouth on instagram affect travel behaviour in indonesia a perspective of the information adoption model |
| topic | information adoption model electronic word of mouth travel behaviour visit intention need for information |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2022.2163525 |
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