The Effect of Electronic Word of Mouth on Intention to Book Accommodation via Online Peer-to-Peer Platform: Investigation of Theory of Planned Behaviour
The main purpose for conducting the research is to investigate whether positive eWOM received by consumers would influence their intention to book accommodation via a peer-to-peer website or mobile phone apps (such as Airbnb). The research was conducted by utilizing the Theory of Planned Behaviour which integrates the eWOM, attitude, subjective norms, perceived behavioural control and behavioural intention. A total of 226 responses had been recorded. The main findings from this research are related to the key role played by positive eWOM received towards an individual’s attitude, subjective norm and perceived behavioural control which influences their intention to book their accommodation through an online peer-to-peer platform.