Motivations and attitudes towards consulting eWOM when booking accommodation

Abstract This study explores the process of formation attitudes towards eWOM by analyzing relationships among “perceived credibility, volume and confirmation consulted eWOM—motivations—attitudes eWOM”. Using a sample 393 Spanish hotel guests, results confirm this chain relationships, except for effect on motivations, mediating role these motivations. The novelty work lies in behavior from receiver’s perspective, since it analyzes antecedents motivations their relationship with that information.