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Erschienen in:
2023 | OriginalPaper | Buchkapitel
Which E-Wom Dimensions are More Likely Leading to Impulsive Buying on Online Travel Agent?
verfasst von : Hana Ulinnuha, Weldy Lim Wirya, Anastasia Bergita Andriani
Erschienen in: Digitalisation: Opportunities and Challenges for Business
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Abstract
To increase the purchase of a tourism product, tourism marketers can consider e-WOM marketing strategies. This study aims to contribute the development of e-WOM strategies, which persuades people to make impulse purchases of tourism products from Online Travel Agent (OTA). With a total of 161 respondents, the research employs a quantitative approach with Likert scale questionnaire. In this study, the simple linear regression equation yields Y = 13.100 + 0.547X. According to the coefficient of determination test results, e-WOM has a 47.9% effect on impulse purchases of tourism products. Furthermore, four dimensions, including frequency of accessing information, frequency of interaction, product variation, and transaction & website condition, have a more significant impact on impulsive tourism purchase in OTAs, which tourism product providers in OTAs should prioritize.