ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM (EWOM), WEB SİTESİ İTİBARI VE GÜVENİLİRLİĞİNİN, OTEL REZERVASYON SİTELERİNDEN REZERVASYON YAPMA NİYETİ ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

In this study, we examined the effects of electronic word of mouth communication (eWOM), website reputation and website trust on the booking intention. Our aim in this research is to understand the importance of eWOM, website reputation and trust regarding consumer's intention to book hotels online. In this context, we conducted an online survey and reached to 414 participants. In order to measure eWOM, informational influence (information quality, source credibility, information quantity), normative influence (overall product ratings, customer ratings) and information diagnosticity factors were analyzed. The scales were adapted from Chang and Chen (2008) for booking intention. Li (2014) was used to measure website reputation and website trust. 4 questions were asked for website reputation and 6 questions were asked for website trust. eWOM effect was adapted from Filieri (2015) and 3 questions were asked for the information diagnosticity. The informational influence was obtained from 11 questions in total, and normative influence from 8 questions in total. All variables measured through 5-point Likert scale According to the research results, while the informational influence has no effect on the booking behavior, normative influence, information diagnosticity, website reputation and website trust positively affect the booking intentions of consumers. [ABSTRACT FROM AUTHOR]