Age and gender differences in online travel reviews and user-generated-content (UGC) adoption: extending the technology acceptance model (TAM) with credibility theory. Issue 4 (18th May 2020)

• Record Type: Journal Article
• Authors: Assaker, Guy
• Is Part Of: Journal of hospitality marketing & management. Volume 29:Issue 4(2020)
• Page Start: 428
• Page End: 449
• Publication Date: 2020-05-18
• Subjects: Technology Acceptance Model (TAM) -- gender -- age -- moderating variables -- Partial Least Squares Structural Equation Modeling (PLS-SEM); Hospitality industry -- Marketing -- Periodicals; Leisure industry -- Marketing -- Periodicals; 338.47910688
• DOI: 10.1080/19368623.2019.1653807
• Languages: English
• ISSNs: 1936-8623

Abstract

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.