Publication: The Effect Of Electronic Word Of Mouth (E-Wom) On Pre-Trip Travel Decisions: The Moderating Role Of Online Trust
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Date
2025-09
Authors
Alrefi, Ala Adel Ahmad
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Abstract
This study investigates the impact of electronic word-of-mouth (e-wom) on tourist decision-making in jordan, with a particular focus on the moderating role of online trust. The research explores how various antecedents—including source credibility, post-tourist experience, perceived usefulness, perceived ease of use, and active users of social media (bloggers)—influence tourists' decisions through the mediating effect of e-wom. The study is grounded in four key theoretical frameworks: the push and pull theory, technology acceptance model (tam), elaboration likelihood model (elm), and stimulus-organism-response (s-o-r) model. These frameworks collectively provide a comprehensive lens through which to examine digital consumer behaviour in the tourism sector. A quantitative research design was adopted, and data were collected from 504 tourists who had used e-wom to make pre-travel decisions within jordan. Respondents included both jordanian and non-jordanian tourists. A structured questionnaire was used as the primary data collection tool, which was validated through a pilot study. The data were analysed using statistical package for the social sciences (spss) version 22.0 and partial least squares structural equation modelling (pls-sem) version 3.2.7. Preliminary tests, including checks for missing data, outliers, normality, and multicollinearity, were conducted, followed by measurement and structural model assessments
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Effect Electronic Mouth (E-Wom) Pre-Trip Travel