The effect of confidence, image and electronic word of mouth on online holiday purchasing intention: An application on the academicians

In the society of consumption and marketing, the online comments and remarks are very important for the consumers and corporations. In this regard, the sources of online word of mouths play an important role in the choice of a product or service of the consumers. In this study, it is aimed to investigate that the effect of electronic word of mouth on the manner and behavior of online holiday purchasing and a model was developed. In this aim, this effect, taking the external variables of trust and image into account, has been investigated by means of a structural equality model including planned behavior theory and technology acceptance model. By the way, a model, based on the data collected from 329 academicians, was offered. The reliability and validity of the formed model were tested by the exploratory and confirmatory factor analysis. By means of structural equality model, the offered causal model was evaluated and the asserted hypotheses were tested. Although the six of fourteen asserted hypotheses were rejected, the meaningful relations were determined between the factors of the handled model. As a conclusion, it has been determined that trust, image and electronic word of mouth have a positive and meaningful effect on the online holiday purchasing behavior of the academicians.