The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels
Atito, M., Abd El-Jalil, S., Rady, A., fawy, W. (2023). The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels. EKB Journal Management System, 6(1), 206-228. doi: 10.21608/ijthm.2023.300884
Mahmoud Atito; Sabreen Gaber Abd El-Jalil; Ahmed Rady; Walaa Mahmoud fawy. "The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels". EKB Journal Management System, 6, 1, 2023, 206-228. doi: 10.21608/ijthm.2023.300884
Atito, M., Abd El-Jalil, S., Rady, A., fawy, W. (2023). 'The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels', EKB Journal Management System, 6(1), pp. 206-228. doi: 10.21608/ijthm.2023.300884
Atito, M., Abd El-Jalil, S., Rady, A., fawy, W. The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels. EKB Journal Management System, 2023; 6(1): 206-228. doi: 10.21608/ijthm.2023.300884

The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels

International Journal of Tourism and Hospitality Management
Volume 6, Issue 1, June 2023, Pages 206-228    PDF (1.07 M)
Document Type: Original Article
DOI: 10.21608/ijthm.2023.300884
Authors
Mahmoud Atito1; Sabreen Gaber Abd El-Jalil2; Ahmed Rady3; Walaa Mahmoud fawy2
1Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt
2Faculty of Tourism and Hotels, Luxor University, Egypt
3Faculty of Tourism and Hotels, Minia University, Egypt
Abstract
There are many positive E-WOMs linked with a business's product or brand. As a result, customer trust in a product, as well as brand information and knowledge made available via E-WOM, can reinforce purchase intent. The primary goal of this research was to look at the effect of electronic word-of-mouth (E-WOM) on purchasing intentions (PI) through social media. This research presented the E-trust as a mediating variable to describe and clarify the correlation between E-WOM and purchase intention. Primary data was collected through an online survey with the help of a standardized questionnaire from 400 customers who have visited the youth hostel brand at (Luxor, Aswan and Red Sea governorate). Data collected were analyzed using SPSS (23). A five-point Likert scale used to test the attitude of the participators toward research variables. The main result of the research was that there was a significant influence of E-WOM on purchase intention, where E-trust partially mediates the effect of E-WOM on purchase intention. The research recommended that E-WOM is a highly effective kind of communication that has the potential to greatly improve a user's experience. Working to stimulate and manage E-WOM activity. In order to increase customer purchase intent, hostel should also focus on the function of e-trust development by improving service credibility, and interaction convenience. In addition, special attention should be devoted to customer satisfaction and complaints.
Keywords
E-trust; E-WOM; Purchase Intention; Social Media; Youth Hostels
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