Is TripAdvisor still relevant? The influence of review credibility, review usefulness, and ease of use on consumers’ continuance intention

Abstract

PurposeRecent figures show that users are discontinuing their usage of TripAdvisor, the leading user-generated content (UGC) platform in the tourism sector. Hence, it is relevant to study the factors that influence travelers’ continued use of TripAdvisor.Design/methodology/approachThe authors have integrated constructs from the technology acceptance model, information systems (IS) continuance model and electronic word of mouth literature. They used PLS-SEM (smartPLS V.3.2.8) to test the hypotheses using data from 297 users of TripAdvisor recruited through Prolific.FindingsFindings reveal that perceived ease of use, online consumer review (OCR) credibility and OCR usefulness have a positive impact on customer satisfaction, which ultimately leads to continuance intention of UGC platforms. Customer satisfaction mediates the effect of the independent variables on continuance intention.Practical implicationsManagers of UGC platforms (i.e. TripAdvisor) can benefit from the findings of this study. Specifically, they should improve the ease of use of their platforms by facilitating travelers’ information searches. Moreover, they should use signals to make credible and helpful content stand out from the crowd of reviews.Originality/valueThis is the first study that adopts the IS continuance model in the travel and tourism literature to research the factors influencing consumers’ continued use of travel-based UGC platforms. Moreover, the authors have extended this model by including new constructs that are particularly relevant to UGC platforms, such as performance heuristics and OCR credibility.