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, Page 206-228 PDF (1.07 MB) | ||||
Document Type: Original Article | ||||
DOI: 10.21608/ijthm.2023.300884 | ||||
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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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