Travel Posts on WeChat Moments: A Model for eWOM Effectiveness

The purpose of this study is to empirically investigate factors and boundary conditions that may affect the effectiveness of electronic word-of-mouth (eWOM) in influencing a consumer's travel decision-making behavior. The conceptual model was tested using data collected from Chinese WeChat users. An online survey generated 550 valid responses. Results show that eWOM content richness and perceived ease of use of the eWOM platform positively...