Abstract
Purpose - The purpose of this study empirically verifies the effect of the characteristics of online word-of-mouth information on word-of-mouth acceptance. Design, data, and methodology -Based on literature research, a theoretical system was established for the concept of online word-of-mouth information characteristics, reliability, usefulness, word-of-mouth acceptance of individual travel and the influential relationships between these factors. This study was conducted on 375 individual travelers who searched online travel information reviews and SPSS 23.0 statistical analysis of frequency, factor, reliability, and regression analysis. Result - The results of this study showed that the characteristics of online word-of-mouth information of individual travel have a significant effect on word-of-mouth acceptance. Conclusions - Based on these results, it is hoped that the study will be conducted under various perspectives so that the online word-of-mouth information of individual travel can grow from quantity to quality and help individual travelers.
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