The Effect of E-WOM through Social Media on Purchasing Intention: The Mediating Role of E-Trust at the Egyptian Youth Hostels

Document Type : Original Article

Authors

1 Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt

2 Faculty of Tourism and Hotels, Luxor University, Egypt

3 Faculty of Tourism and Hotels, Minia University, Egypt

Abstract

There are many positive E-WOMs linked with a business's product or brand. As a result, customer trust in a product, as well as brand information and knowledge made available via E-WOM, can reinforce purchase intent. The primary goal of this research was to look at the effect of electronic word-of-mouth (E-WOM) on purchasing intentions (PI) through social media. This research presented the E-trust as a mediating variable to describe and clarify the correlation between E-WOM and purchase intention. Primary data was collected through an online survey with the help of a standardized questionnaire from 400 customers who have visited the youth hostel brand at (Luxor, Aswan and Red Sea governorate). Data collected were analyzed using SPSS (23). A five-point Likert scale used to test the attitude of the participators toward research variables. The main result of the research was that there was a significant influence of E-WOM on purchase intention, where E-trust partially mediates the effect of E-WOM on purchase intention. The research recommended that E-WOM is a highly effective kind of communication that has the potential to greatly improve a user's experience. Working to stimulate and manage E-WOM activity. In order to increase customer purchase intent, hostel should also focus on the function of e-trust development by improving service credibility, and interaction convenience. In addition, special attention should be devoted to customer satisfaction and complaints.

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