Abstract
ABSTRACT We analysed the attributes of online travel reviews that facilitate online travel purchasing decisions. In Study 1, we developed and validated a scale for measuring the perceived value of online travel reviews (PVOTR). The PVOTR scale has six dimentions and was based on a literature review and Fuzzy Delphi Method. It was validated with data from 69 undergraduate students and 485 travelers in Taiwan. In Study 2, we examined the impact of PVOTR on the online travel purchasing attitudes of another 469 travelers in Taiwan. PVOTR significantly affected online travel purchasing attitudes through the mediation of reduced perceived complexity.
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