Abstract
The study emphasizes the growing significance of electronic word-of-mouth (EWOM) in marketing, especially in service industries like tourism. Employing a research model combining the information adoption model (IAM) and the theory of reasoned action (TRA), the study investigates factors influencing EWOM adoption on online travel agency (OTA) platforms using data from 286 Ho Chi Minh City tourists. Analyzing the data through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), the results highlight positive relationships between information quantity and product ranking with EWOM adoption. However, information credibility, quality, and reviewer expertise do not directly impact adoption. EWOM adoption directly influences purchasing intention and indirectly affects it through attitude and subjective norm. The findings offer insights for managers to develop effective strategies and enhance competitiveness in the hospitality industry.
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