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The purpose of this study is to empirically verify the role of determinants of information quality in shaping attitudes and intention of respondents from major metro cities of India towards electronic word of mouth (e-WOM) using personal identifying information (PII) as a moderator.Design/methodology/approachFor the purpose of measuring the role of information quality in predicting attitude towards e-WOM (moderated by PII), the study proposes and validates the research framework by collecting responses from 375 respondents with diverse demographics, belonging to select metro cities of India.FindingsAll the constructs of information quality have a significantly positive effect on attitude of travellers towards e-WOM. Attitude further impacts the behavioural intention to book via an online travel agency/agent (OTA). PII successfully moderated all the hypothesized relationships with attitude except review sidedness.Research implicationsThe study offers a rationale to fill the gap between information quality and attitude as well as exploring new relationships using PII as a moderating variable. It further opens new avenues in researching the behavioural intention of travellers from metro cities of India with the disruptions created by Web 2.0.Practical implicationsOTAs in this competitive time must try to harmonize their systems to create content that is timely updated, unique, convincing and useful to build long-term relationships and generate continued revenues.Originality/valueIn the context of OTAs in India, this study has successfully identified the most relevant constructs of information quality and examined their effectiveness in creating a positive attitude towards e-WOM. The use of contemporary construct “PII” as a moderator will help marketers develop effective strategies for reducing anonymity in reviews and capturing the intention of experience-oriented travellers from the metro cities of India.
International Journal of Tourism Cities – Emerald Publishing
Published: May 11, 2020
Keywords: Electronic word of mouth; Online travel agents; Personal identifying information; Information quality; Behavioural intention
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