The Influence of Electronic Word-of-Mouth on the Decision-making of Online Travel Booking

In this paper, perceived value is used as an intermediate variable to test the impact of Electronic Word-of-Mouth (eWOM) on the tourists' decision-making of online travel booking. It builds a conceptual model and carries out empirical research, on the basis of sample investigation, analyzes data by applying the structural equation. The research conclusion shows that the quality and credibility of eWOM has a significant promoting effect on the perceived value of tourists' eWOM; the relevance, comprehensiveness and timeliness of tourists' eWOM have significantly positive correlation with the perceived value of tourists' eWOM; the attraction of tourists' eWOM has a significant impact on the perceived value of tourists' eWOM; the tourists' perceived value of eWOM is positively correlated with online travel booking. On the basis of the above, some useful suggestions are put forward for the online travel agencies.