JOURNAL ARTICLE

Decomposing the Effect of Brand Image in Influencing Information Adoption: The Case of Online Travel Agents.

  • Published In: Business Perspectives & Research, 2023, v. 11, n. 1. P. 11 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Garg, Prerna; Pandey, Anoop 3 of 3

Abstract

This article examines the influence of online reviews provided by online travel agents (OTAs) on consumers' travel decision-making, focusing on the roles of information quality (IQ), information credibility (IC), and brand image (BI) within the Information Adoption Model (IAM). Using survey data from 275 frequent travelers in Delhi and the National Capital Region of India, the study finds that both IQ and IC significantly affect consumers' attitudes toward information usefulness (AT), with brand image partially mediating this relationship. Furthermore, a positive attitude toward information usefulness strongly predicts the adoption of information (IA) for travel planning. The findings highlight the critical role of OTA brand image in enhancing the perceived usefulness and adoption of online travel information, suggesting that marketers should prioritize brand management alongside maintaining credible and high-quality online reviews.

Additional Information

  • Source:Business Perspectives & Research. 2023/01, Vol. 11, Issue 1, p11
  • Document Type:Article
  • Subject Area:Social Sciences and Humanities
  • Publication Date:2023
  • ISSN:2278-5337
  • DOI:10.1177/22785337211034104
  • Accession Number:161033178
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