Abstract Electronic word of mouth (eWOM), enabled by social media, has been widely recognized as an influential marketing tool. It has been suggested that personality influences how people accept information originating in eWOM, but most research has not connected personalities with behavioral intention or information use. This study aimed to assess the link between eWOM and personalities on intention to choose a tourism destination. The research model was developed from the Big Five personality model and the information adoption model (IAM). An analysis of 647 participants in Vietnam confirmed that IAM can predict behavioral intention for tourism destinations, thereby adding to the literature, which so far has mainly utilized the technology adoption model. The result also shows that personality (specifically the traits of agreeableness, extraversion, and imagination) affects information adoption regarding tourism destinations. However, the impact of personality on behavioral intention could only be partly explained by IAM, suggesting that other variables play a role. The findings suggest avenues for future research linking personality and eWOM, as well as ways for companies to improve their customer targeting and advertising content that can be involved in eWOM.

中文翻译：

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网络口碑和个性对目的地选择意愿​​的影响

摘要 社交媒体支持的电子口碑（eWOM）已被广泛认为是一种有影响力的营销工具。有人认为个性会影响人们接受源自电子口碑的信息的方式，但大多数研究并未将个性与行为意图或信息使用联系起来。本研究旨在评估电子口碑与个人选择旅游目的地的意愿之间的联系。该研究模型是从大五人格模型和信息采用模型（IAM）发展而来的。对越南 647 名参与者的分析证实，IAM 可以预测旅游目的地的行为意图，从而增加了迄今为止主要利用技术采用模型的文献。结果还表明，个性（特别是随和的特质，外向性和想象力）影响有关旅游目的地的信息采用。然而，个性对行为意向的影响只能由 IAM 部分解释，表明其他变量也起作用。调查结果为未来研究将个性和 eWOM 联系起来提供了途径，以及公司改进其客户定位和可参与 eWOM 的广告内容的方法。