Travelers' Responses to Online Information on Consumer

207 Pages·2012·1.89 MB·English

by  Amak Yaqoub

School
 of
 Marketing

Curtin
 Business
 School

Travelers’
 Responses
 to
 Online
 Information
 on

Consumer-­‐Generated
 Media
 for
 Travel-­‐Related
 Services

Sony
 Kusumasondjaja

This
 thesis
 is
 presented
 for
 the
 Degree
 of

Doctor
 of
 Philosophy

of

Curtin
 University

January
 2012

i
Abstract

This
 research
 is
 aimed
 to
 investigate
 how
 travel
 consumers
 respond
 to
 online
 information

posted
  in
  Consumer-­‐Generated
  Media.
  It
  was
  examined
  the
  impact
  of
  consumer

characteristics
  (risk
  propensity
  and
  Internet
  experience),
  information
  characteristics

(information
 valence
 and
 information
 quality),
 and
 source
 characteristics
 (source
 identity

and
 similarity)
 on
 consumer
 perception
 of
 information
 credibility,
 trust
 in
 the
 travel
 services

being
 discussed,
 and
 intention
 to
 purchase
 the
 services.
 Hypotheses
 and
 research
 questions

were
 proposed
 based
 on
 the
 concept
 of
 uncertainty
 reduction
 and
 information
 processing.

A
 3x2
 between-­‐subject
 experimental
 research
 design
 was
 developed.
 Information
 valence

and
 source
 identity
 were
 manipulated.
 The
 survey
 was
 conducted
 at
 several
 popular
 tourist

destinations
 in
 Bali
 involving
 1939
 real
 travel
 consumers
 holidaying
 in
 Bali
 as
 participants.

Results
 show
 significant
 effects
 of
 risk
 propensity,
 information
 quality,
 and
 similarity
 on

perception
 of
 information
 credibility,
 trust
 in
 travel
 services
 being
 reviewed,
 and
 intentions

to
  purchase
  the
  services.
  Internet
  experience
  was
  found
  not
  significant
  in
  affecting

credibility,
 trust,
 and
 purchase
 intention.
 The
 study
 also
 confirmed
 the
 main
 and
 interaction

effects
 of
 information
 valence
 and
 source
 identity
 on
 perception
 of
 information
 credibility,

trust
 in
 travel
 services
 being
 reviewed,
 and
 intentions
 to
 purchase
 the
 services.
 Information

with
 identified
 source
 was
 perceived
 to
 be
 more
 credible
 and
 leads
 to
 greater
 trust
 and

consumer
  purchase
  intention
  than
  unidentified
  information.
  Balanced
  information
  was

found
 to
 have
 greatest
 impact
 on
 credibility,
 trust,
 and
 intention.
 Positive
 information
 was

suggested
 to
 have
 the
 least
 impact
 on
 credibility,
 as
 well
 as
 negative
 information
 on
 trust

and
 purchase
 intention.
 The
 interaction
 of
 balanced
 information
 with
 identified
 source
 was

found
 to
 have
 the
 greatest
 influence
 on
 credibility,
 trust,
 and
 intention,
 while
 negative

information
 with
 unidentified
 source
 was
 found
 to
 have
 the
 least
 effect.
 Several
 conceptual,

methodological,
 and
 research
 contributions
 offered
 by
 this
 study
 are
 also
 discussed.

Keywords:
  Consumer-­‐Generated
  Media,
  Online
  Word-­‐of-­‐Mouth,
  Credibility,
  Trust,

Information
 Valence,
 Source
 Identity

i
Statement
 of
 Original
 Authorship

Declaration

To
 the
 best
 of
 my
 knowledge
 and
 belief
 this
 thesis
 contains
 no
 material
 previously
 published

by
 any
 other
 person
 except
 where
 due
 acknowledgment
 has
 been
 made.

This
 thesis
 contains
 no
 material
 that
 has
 been
 accepted
 for
 the
 award
 of
 any
 other
 degree

or
 diploma
 in
 any
 university.

Sony
 Kusumasondjaja

16
 January
 2012

ii
Table
 of
 Contents

Abstract
 ……………………………………………………………………………………………………………………….
  i

Statement
 of
 Original
 Authorship
 ………………………………………………………………………………..

  ii

Table
 of
 Contents
 …………………………………………………………………………………………………………
  iii

List
 of
 Tables
 ……………………………………………………………………………………………………………….

  vi

List
 of
 Figures
 ………………………………………………………………………………………………………….…..

  viii

List
 of
 Publications
 ……………………………………………………………………………………………………….

  ix

Acknowledgments
 ……………………………………………………………………………………………………….

  x

Chapter
 1
 –
 Introduction
 ……………………………………………………………………………………………..

 1

1.1. Research
 Background
 ……………………………………………………………………………

 1

1.2. Justification
 of
 the
 Research
 …………………………………………………………………

  3

1.3. Objectives
 of
 the
 Research
 ……………………………………………………………………

 5

1.4. Key
 Concepts
 and
 Definitions
 ………………………………………………………………..
  5

1.5. Methodology
 …………………………………………………………………………………………
  7

1.6. Expected
 Results
 of
 the
 Study
 ……………………………………………………………….

  7

1.7. Significance
 of
 the
 Study
 ……………………………………………………………………….

  8

1.8. Composition
 of
 Dissertation
 ………………………………………………………………….

 9

Chapter
 2
 –
 Literature
 Review
 ……………………………………………………………………………………

 11

2.1. Introduction
 ………………………………………………………………………………………….

  11

2.2. Information
 Search
 Behavior
 ………………………………………………………………..
  12

2.2.1. Internal
 and
 External
 Search
 for
 Information
 ………………………………………..
  12

2.2.2. Online
 Information
 Search
 Behavior
 in
 Travel
 and
 Tourism
 Context
 ……..
  14

2.3. Word-­‐of-­‐Mouth
 Communication
 ………………………………………………………….
  18

2.4. Consumer-­‐Generated
 Media
 in
 Web
 2.0
 Era
 ………………………………………..
  23

2.4.1. The
 Emerging
 Phenomenon
 of
 Web
 2.0
 ………………………………………………..
  23

2.4.2. Consumer-­‐Generated
 Media
 Defined
 …………………………………………………….
  26

2.4.3. Types
 of
 Consumer-­‐Generated
 Media
 …………………………………………………..
  28

2.4.4. Consumer-­‐Generated
 Media
 and
 User
 Participation
 ……………………………..
  29

2.4.5. Motivation
 for
 CGM
 Adoption
 and
 Participation
 …………………………………...
  30

2.4.6. Consumer-­‐Generated
 Media
 in
 Travel
 and
 Tourism
 Context
 ………………….
  33

2.5. Credibility
 Issues
 on
 Consumer-­‐Generated
 Media
 ………………………………..
  37

2.5.1. The
 Concept
 of
 Credibility
 in
 Online
 Environment
 …………………………………
  38

2.5.2. Types
 of
 Credibility
 in
 Online
 Environment
 ……………………………………………
  41

2.5.3. The
 Distinctive
 Characteristics
 of
 Credibility
 for
 Online
 Information
 ……..
  43

2.5.4. Factors
 Affecting
 Credibility
 of
 Online
 Information
 ……………………………….
  46

2.5.4.1. Message
 Consistency
 ………………………………………………………………..
  46

2.5.4.2. Message
 Valence
 ……………………………………………………………………..
  47

2.5.4.3. Message
 Quality
 ……………………………………………………………………….
  48

2.5.4.4. Source
 Anonymity
 …………………………………………………………………….
  49

iii
2.5.4.5. Time
 Frame
 ………………………………………………………………………………
  50

2.5.4.6. Product
 Type
 …………………………………………………………………………….
  51

2.5.4.7. Consumers’
 Internet
 Expertise
 ………………………………………………….
  52

2.5.4.8. Consumer
 Perception
 of
 Similarity
 ……………………………………………
  53

2.5.4.9. Age
 and
 Gender
 ……………………………………………………………………….
  54

2.5.5. Consumer
 Responses
 to
 Credible
 Information
 ………………………………………

  55

2.6. Key
 Gaps
 in
 the
 Literature
 ……………………………………………………………………
  58

2.7. Conclusion
 …………………………………………………………………………………………..

  59

Chapter
 3
 –
 Conceptual
 Framework
 &
 Hypotheses
 Development
 ………………………………
  60

3.1. Overview
 of
 Conceptual
 Framework
 ……………………………………………………
  60

3.2. Theoretical
 Background
 ………………………………………………………………………
  61

3.3. Conceptual
 Framework
 ……………………………………………………………………….
  66

3.4. Hypotheses
 Development
 …………………………………………………………………..
  67

3.4.1. Construct
 Definition
 …………………………………………………………………………….

  67

3.4.2. Risk
 Propensity,
 Information
 Credibility,
 and
 Trust
 ………………………………

  68

3.4.3. Internet
 Experience,
 Information
 Credibility,
 and
 Trust
 ……………………….
  69

3.4.4. Information
 Quality,
 Information
 Credibility,
 and
 Trust
 …………………….…
  69

3.4.5. Similarity,
 Information
 Credibility,
 and
 Trust
 …………………………………….…
  71

3.4.6. Information
 Credibility,
 Trust,
 and
 Purchase
 Intention
 ………………………..
  73

3.4.7. The
 Main
 Effect
 of
 Source
 Identity
 ………………………………………………………
  74

3.4.8. The
 Main
 Effect
 of
 Information
 Valence
 ………………………………………………
  76

3.4.9. The
 Interaction
 Effect
 of
 Source
 Identity
 and
 Information
 Valence
 ……..
  78

3.5. Summary
 of
 Hypotheses
 …………………………………………………………………….
  80

Chapter
 4
 –
 Research
 Methodology
 …………………………………………………………………………..
  83

4.1. Overview
 of
 the
 Research
 Methods
 ……………………………………………………
  83

4.2. Experimental
 Design
 ……………………………………………………………………………
  84

4.3. Manipulation
 Development
 …………………………………………………………………
  86

4.3.1. The
 Development
 of
 the
 Scenario
 ………………………………………………………..
  87

4.3.2. Manipulation
 of
 the
 Online
 Information
 ………………………………………………
  88

4.3.2.1. Manipulation
 for
 the
 Online
 Review
 Website
 …………………………..

  89

4.3.2.2. Manipulation
 for
 the
 Hotel
 ………………………………………………………
  89

4.3.2.3. Manipulation
 for
 the
 Reviewer
 ………………………………………………..
  90

4.3.2.4. Manipulation
 for
 the
 Review
 ……………………………………………………

  90

4.4. Manipulation
 Checks
 …………………………………………………………………………..
  92

4.5. Measurement
 Scales
 …………………………………………………………………………..
  93

4.6. Instruments
 of
 Measurement
 ……………………………………………………………..
  95

4.7. Participants
 ………………………………………………………………………………………….
  96

4.8. Ethics
 Approval
 …………………………………………………………………………………….
  98

iv
4.9. Pre-­‐Test
 &
 Pilot
 Study
 ………………………………………………………………………….
  99

4.9.1. Pre-­‐Testing
 the
 Research
 Instruments
 ………………………………………………….
  99

4.9.2. Pilot
 Study
 ……………………………………………………………………………………………
  100

4.10. Data
 Collection
 Procedures
 ………………………………………………………………….
  101

4.11. Analytical
 Techniques
 ………………………………………………………………………….
  103

Chapter
 5
 –
 Analysis
 &
 Findings
 ………………………………………………………………………………….
  104

5.1. Overview
 of
 Research
 Findings
 ……………………………………………………………
  104

5.2. Profile
 of
 Research
 Participants
 …………………………………………………………..
  105

5.3. Realism
 &
 Manipulation
 Checks
 ………………………………………………………….
  108

5.4. Reliability
 Analysis
 ……………………………………………………………………………….
  110

5.5. Results
 of
 Main
 Study
 ………………………………………………………………………….
  111

5.5.1. Objective
 One:
 Relationships
 of
 Risk
 Propensity,
 Internet
 Experience,

Information
 Quality,
 Similarity,
 Credibility,
 Trust,
 and
 Purchase
 Intention
 …
  111

5.5.2. Objective
 Two:
 The
 Main
 Effect
 of
 Source
 Identity
 on
 Information
 Quality,

Similarity,
 Credibility,
 Trust,
 and
 Purchase
 Intention
 ………………………………….
  114

5.5.3. Objective
 Three:
 The
 Main
 Effect
 of
 Information
 Valence
 on
 Information

Quality,
 Similarity,
 Credibility,
 Trust,
 and
 Purchase
 Intention
 …………………….
  117

5.5.4. Objective
 Four:
 The
 Interaction
 Effect
 of
 Source
 Identity
 and
 Information

Valence
 on
 Information
 Quality,
 Similarity,
 Credibility,
 Trust,
 and
 Purchase

Intention
 ……………………………………………………………………………………………………
  120

5.6. Conclusion
 …………………………………………………………………………………………..
  136

Chapter
 6
 –
 Discussion
 &
 Conclusion
 …………………………………………………………………………
  140

6.1. Introduction
 ………………………………………………………………………………………….
  140

6.2. Discussion
 of
 the
 Research
 Findings
 ……………………………………………………..
  141

6.3. Research
 Significance
 ……………………………………………………………………………
  145

6.3.1. Conceptual
 Contributions
 ……………………………………………………………………..
  145

6.3.2. Methodological
 Contributions
 ………………………………………………………………
  147

6.3.3. Managerial
 Contributions
 …………………………………………………………………….
  147

6.4. Limitations
 &
 Future
 Research
 Directions
 …………………………………………….
  149

6.5. Conclusion
 ……………………………………………………………………………………………
  151

References
 …………………………………………………………………………………………………………………..
  152

Appendix
 1
 –
 Questionnaire
 Form

Appendix
 2
 –
 Descriptive
 Profile
 of
 Participants

Appendix
 3
 –
 Reliability
 Analysis

Appendix
 4
 –
 Statistical
 Results
 for
 Research
 Objective
 1

Appendix
 5
 –
 Statistical
 Results
 for
 Research
 Objective
 2

Appendix
 6
 –
 Statistical
 Results
 for
 Research
 Objective
 3

Appendix
 7
 –
 Statistical
 Results
 for
 Research
 Objective
 4

v
List
 of
 Tables

Table
 1.1
  Definition
 of
 constructs
 used
 in
 this
 study
 ……………………………………………

  7

Table
 2.1
  Various
 Forms
 of
 Consumer-­‐Generated
 Media
 …………………………………….
  28

Table
 3.1
  Definition
 of
 constructs
 used
 in
 this
 study
 ……………………………………………
  68

Table
 3.2
  Set
 of
 Hypotheses
 for
 Research
 Objective
 1
 …………………………………………
  81

Table
 3.3
  Set
 of
 Hypotheses
 for
 Research
 Objective
 2
 …………………………………………
  82

Table
 3.4
  Set
 of
 Research
 Questions
 for
 Research
 Objective
 3
 …………………………….
  82

Table
 3.5
  Set
 of
 Research
 Questions
 for
 Research
 Objective
 4
 …………………………….
  83

Table
 4.1
  Groups
 of
 Treatment
 in
 the
 Experiment
 Study
 ……………………………………..
  88

Table
 4.2

  Examples
 of
 Comparability
 of
 the
 Online
 Reviews
 ………………………………..
  93

Table
 4.3
  Check
 for
 the
 Scenario
 Realism/Online
 Review
 Site
 Webpage
 ………………
  94

Table
 4.4
  Manipulation
 Check
 for
 the
 Source
 Identity
 ………………………………………….
  94

Table
 4.5
  Manipulation
 Check
 for
 the
 Information
 Valence
 ………………………………….
  94

Table
 5.1
  Demographic
 Profile
 of
 Research
 Participants
 ……………………………………….
  108

Table
 5.2
  Manipulation
 Check
 Result
 for
 the
 Scenario
 Realism
 …………………………….
  110

Table
 5.3
  Manipulation
 Check
 Result
 for
 the
 Online
 Review
 Site
 Realism
 …………….
  110

Table
 5.4
  Manipulation
 Check
 Result
 for
 Source
 Identity
 ……………………………………..
  111

Table
 5.5
  Manipulation
 Check
 Result
 for
 Information
 Valence
 ……………………………..
  111

Table
 5.6
  Result
 for
 Reliability
 Analysis
 of
 Measurement
 ………………………………………
  112

Table
 5.7
  Regression
 Analysis
 Result
 for
 Factors
 Influencing
 Information
 Credibility
  113

Table
 5.8
  Regression
 Analysis
 Result
 for
 Factors
 Influencing
 Trust
 ………………………..
  114

Table
 5.9
  Regression
 Analysis
 Result
 for
 Credibility
 Influencing
 Trust
 ……………………
  115

Table
 5.10
  Regression
 Analysis
 Result
 for
 Factor
 Influencing
 Purchase
 Intention
 …….
  115

Table
 5.11
  Independent
 t-­‐Test
 Result
 for
 the
 Main
 Effect
 of
 Source
 Identity
 …………..
  117

Table
 5.12
  ANOVA
 Results
 for
 the
 Main
 Effect
 of
 Information
 Valence
 ……………………

 120

Table
 5.13
  Results
 for
 the
 Interaction
 Effect
 of
 Information
 Valence
 &
 Identity
 …..
  121

vi
Table
 5.14
  ANOVA
 Results
 for
 the
 Information
 with
 Identified
 Source
 ………………
  131

Table
 5.15
  ANOVA
 Results
 for
 the
 Information
 with
 Unidentified
 Source
 ………….
  135

Table
 5.16
  Results
 of
 Hypotheses
 for
 Research
 Objective
 1
 ……………………………….

  139

Table
 5.17
  Results
 of
 Hypotheses
 for
 Research
 Objectives
 2
 ……………………………..
  139

Table
 5.18
  Results
 of
 Hypotheses
 for
 Research
 Objectives
 3
 ………………………………

  140

Table
 5.19
  Results
 of
 Hypotheses
 for
 Research
 Objectives
 4
 ………………………………

  141

vii
List
 of
 Figures

Figure
 3.1
  Conceptual
 Framework
 ………………………………………………………………………

  65

Figure
 5.1
  The
 Graphs
 for
 the
 Main
 Effects
 of
 Source
 Identity
 ……………………………
  118

Figure
 5.2
  The
 Graphs
 for
 the
 Main
 Effects
 of
 Information
 Valence
 ……………………
  121

Figure
 5.3
  The
 Interaction
 Effects
 of
 Source
 Identity
 &
 Information
 Valence
 on

  Information
 Quality
 …………………………………………………………………………….

  127

Figure
 5.4
  The
 Interaction
 Effects
 of
 Source
 Identity
 &
 Information
 Valence
 on

  Similarity
 …………………………………………………………………………………………….

  127

Figure
 5.5
  The
 Interaction
 Effects
 of
 Source
 Identity
 &
 Information
 Valence
 on

  Credibility
 …………………………………………………………………………………………..

  128

Figure
 5.6
  The
 Interaction
 Effects
 of
 Source
 Identity
 &
 Information
 Valence
 on
 Trust
 128

Figure
 5.7
  The
 Interaction
 Effects
 of
 Source
 Identity
 &
 Information
 Valence
 on

  Purchase
 Intention
 ………………………………………………………………………………
  129

Figure
 5.8
  The
 Effects
 of
 Valence
 of
 Information
 with
 Identified
 Source
 on

  Information
 Quality
 …………………………………………………………………………….

  132

Figure
 5.9
  The
 Effects
 of
 Valence
 of
 Information
 with
 Identified
 Source
 on

  Similarity
 …………………………………………………………………………………………….

  132

Figure
 5.10
  The
 Effects
 of
 Valence
 of
 Information
 with
 Identified
 Source
 on

  Credibility
 ……………..…………………………………………………………………………….

  133

Figure
 5.11
  The
 Effects
 of
 Valence
 of
 Information
 with
 Identified
 Source
 on

  Trust
 ……………………..…………………………………………………………………………….

  133

Figure
 5.12
  The
 Effects
 of
 Valence
 of
 Information
 with
 Identified
 Source
 on

  Intention
 …………………………………………………………………………………………….

  134

Figure
 5.13
  The
 Effects
 of
 Valence
 of
 Information
 with
 Unidentified
 Source
 on

  Information
 Quality
 …………………………………………………………………………….

  136

Figure
 5.14
  The
 Effects
 of
 Valence
 of
 Information
 with
 Unidentified
 Source
 on

  Similarity
 …………………………………………………………………………………………….

  136

Figure
 5.15
  The
 Effects
 of
 Valence
 of
 Information
 with
 Unidentified
 Source
 on

  Credibility
 …………………………………………………………………………………………….

  137

Figure
 5.16
  The
 Effects
 of
 Valence
 of
 Information
 with
 Unidentified
 Source
 on

  Trust
 …………………………………………………………………………………………………….

  137

Figure
 5.17
  The
 Effects
 of
 Valence
 of
 Information
 with
 Unidentified
 Source
 on

  Purchase
 Intention
 ….………………………………………………………………………….

  138

viii
List
 of
 Publications

Kusumasondjaja,
 S.,
 Shanka,
 T.,
 &
 Marchegiani,
 C.
 (2011).
 Credibility
 of
 Online
 Reviews
 and

Initial
 Trust:
 The
 Roles
 of
 Source
 Identity
 and
 Message
 Valence.
 In
 Crotts,
 J.C.,
 Magnini,
 V,
 &

Zehrer,
 A.
 (Eds.)
 Proceedings
 of
 2011
 Conference
 on
 Social
 Media
 and
 Tourism.
 Available
 at

http://www.cpe.vt.edu/mpd.htmsocialmedia/proceedings.html
 (Best
 Paper
 Award)

Kusumasondjaja,
 S.,
 Shanka,
 T.,
 &
 Marchegiani,
 C.
 (2011).
 Credibility
 of
 Online
 Reviews
 and

Initial
 Online
 Trust
 in
 Hotel
 Services;
 The
 Roles
 of
 Similarity
 and
 Review
 Quality.
 In

Proceedings
 of
 ANZMAC
 (Australia
 New
 Zealand
 Marketing
 Academy)
 Conference

2011.(Best
 Paper
 Award
 –
 Tourism
 Marketing
 track)

Kusumasondjaja,
 S.,
 Shanka,
 T.,
 &
 Marchegiani,
 C.
 (2012)
 Credibility
 of
 Online
 Reviews
 and

Initial
 Trust;
 The
 Roles
 of
 Reviewer’s
 Identity
 and
 Review
 Valence.
 Journal
 of
 Vacation

Marketing
 18(3)

ix