Age and gender differences in online travel reviews and user-generated-content (UGC) adoption: extending the technology acceptance model (TAM) with credibility theory

Guy Assaker

258 citations0/0 files storedJournal of Hospitality Marketing & Management

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Digital Marketing and Social Media Diverse Aspects of Tourism Research Technology Adoption and User Behaviour

Abstract

This study examines the effects of trustworthiness, expertize, perceived usefulness (PU), and perceived ease of use (PEOU) on usage intention toward user-generated content (UGC) and online reviews among female and male younger and older travelers using SEM. The study tested the model with a sample of 200 UK residents who had taken at least one leisure trip in the preceding 12 months and searched for travel information in advance on travel-review websites. PU was the strongest determinant of UGC usage for males, but it failed to be significant among females. PEOU was the strongest determinant of females’ and older travelers’ usage, but it was non-significant for males and younger travelers. expertize had a significant influence on younger travelers, but not older ones. The results provide additional contributions on the effects of gender and age in online travel reviews to help advance both theory and practice.

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1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2011PLS-SEM: Indeed a Silver Bullet 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 1998The partial least squares approach for structural equation modeling.1989LISREL 7 : user's reference guide

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