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Online reviews towards reducing risk
Journal of Tourism Futures ; 2023.
Article in English | Scopus | ID: covidwho-2237184
ABSTRACT

Purpose:

This paper aims to examine the impact of online reviews on behavioral intentions via perceived risk. Perceived risk is both analytical and emotional. Stimulus–organism–response (S–O–R) framework guided this study to explore the interaction between online reviews, perceived risk and behavioral intentions. Design/methodology/

approach:

The conceptual model proposed in this research has been validated using confirmatory factor analysis (CFA) and structural equation modeling to assess the measurement model and the validity of the scale, based on primary responses collected from 473 travelers.

Findings:

Findings of this study suggest the role of online consumer reviews in reducing the perceived risk associated with experience dominant services like tourism. Process model test proves the mediating role of perceived risk between online reviews and behavioral intentions. Results indicate the significance of online review in lowering the perceived risk leading to positive behavioral intentions. Practical implications Destination marketing organizations (DMOs) should understand the role of online reviews in effectively reducing risk and uncertainty, thereby influencing behavioral intentions. Originality/value This paper is unique in attempting to empirically examine the mediating role of perceived risk between online reviews and behavioral intentions. The study is a forerunner in using S–O–R framework to test the interaction between online review, perceived risk and behavioral intention. © 2023, Neha Yadav, Sanjeev Verma and Rekha Chikhalkar.
Keywords

Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Prognostic study Language: English Journal: Journal of Tourism Futures Year: 2023 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Prognostic study Language: English Journal: Journal of Tourism Futures Year: 2023 Document Type: Article