Effects of Travel Website Quality and Perceived Value on Travel Intention with eWOM in Social Media and Website Reviews as Moderators

This study aims to investigate how perceived value mediates the relationship between travel website quality and travel intention and how electronic word-of-mouth (eWOM) in social media and website reviews interact with the relationship between perceived value and travel intention. Structural equation modeling was applied to analyze data gathered from 371 valid questionnaires. The results revealed the following: (1) travel website quality positively affects utilitarian and hedonic values; (2) utilitarian and hedonic values directly influence travel intention and also function as mediators of the association between travel website quality and travel intention; and (3) eWOM in social media and website reviews moderate the association between perceived value and travel intention. This study contributes to research on the antecedents and consequences of perceived value in the context of e-commerce. Furthermore, our results offer insights into how eWOM in social media and website reviews contribute to travel intention. Theoretical and practical implications are discussed in detail.