What motivates posting online travel reviews? Integrating gratifications with technological acceptance factors

Abstract

Purpose –The aim of the present study is to understand the effect of travelers’ motivations and technological acceptance factors on intentions to post online reviews. Design- Uses and gratification and the extended unified theory of acceptance and use of technology (UTAUT2) were applied as the basis of the present study. Methodology – A structured questionnaire was designed on the basis of the previous literature. 600 questionnaires were distributed out of which 273 valid responses were considered for statistical analysis. Findings – The results reveal that altruism, reciprocity, effort expectancy, habit and hedonic motivations have positive influence, whereas economic rewards negatively influence the intentions of travelers to post online reviews. However, there is no significant relationship between social influence and review posting intentions of travelers. Moreover, a significant relationship was observed between altruism and effort expectancy; reciprocity and effort expectancy and habit and effort expectancy. Further, both behavioural intentions and habit were significant predictors of actual usage. Originality/ Value – The present study is among the few studies which investigate the effect of motivational factors in conjunction with technological acceptance factors on travel review posting intentions.