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300884

The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels

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Last updated: 24 Dec 2024

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Abstract

There are many positive E-WOMs linked with a business's product or brand. As a result, customer trust in a product, as well as brand information and knowledge made available via E-WOM, can reinforce purchase intent. The primary goal of this research was to look at the effect of electronic word-of-mouth (E-WOM) on purchasing intentions (PI) through social media. This research presented the E-trust as a mediating variable to describe and clarify the correlation between E-WOM and purchase intention. Primary data was collected through an online survey with the help of a standardized questionnaire from 400 customers who have visited the youth hostel brand at (Luxor, Aswan and Red Sea governorate). Data collected were analyzed using SPSS (23). A five-point Likert scale used to test the attitude of the participators toward research variables. The main result of the research was that there was a significant influence of E-WOM on purchase intention, where E-trust partially mediates the effect of E-WOM on purchase intention. The research recommended that E-WOM is a highly effective kind of communication that has the potential to greatly improve a user's experience. Working to stimulate and manage E-WOM activity. In order to increase customer purchase intent, hostel should also focus on the function of e-trust development by improving service credibility, and interaction convenience. In addition, special attention should be devoted to customer satisfaction and complaints.

DOI

10.21608/ijthm.2023.300884

Keywords

E-Trust, E-WOM, Purchase Intention, social media, Youth Hostels

Authors

First Name

Mahmoud

Last Name

Atito

MiddleName

-

Affiliation

Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt

Email

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City

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Orcid

-

First Name

Sabreen

Last Name

Abd El-Jalil

MiddleName

Gaber

Affiliation

Faculty of Tourism and Hotels, Luxor University, Egypt

Email

-

City

-

Orcid

-

First Name

Ahmed

Last Name

Rady

MiddleName

-

Affiliation

Faculty of Tourism and Hotels, Minia University, Egypt

Email

-

City

-

Orcid

-

First Name

Walaa

Last Name

fawy

MiddleName

Mahmoud

Affiliation

Faculty of Tourism and Hotels, Luxor University, Egypt

Email

walla_mahmoud@fth.svu.edu.eg

City

-

Orcid

-

Volume

6

Article Issue

1

Related Issue

41507

Issue Date

2023-06-01

Receive Date

2023-05-29

Publish Date

2023-06-01

Page Start

206

Page End

228

Print ISSN

2535-2318

Online ISSN

2682-3632

Article File

IJTHM_Volume 6_Issue 1_Pages 206-228.pdf

PDF . 1.1MB

Link

https://ijthm.journals.ekb.eg/article_300884.html

Detail API

https://ijthm.journals.ekb.eg/service?article_code=300884

Order

300,884

Type

Original Article

Type Code

824

Publication Type

Journal

Publication Title

International Journal of Tourism and Hospitality Management

Publication Link

https://ijthm.journals.ekb.eg/

MainTitle

The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels

Details

Type

Article

Created At

24 Dec 2024