The present study examines a comprehensive model of travelers’ use of online travel reviews as a form of user-generated content (UGC) through an expanded unified theory of acceptance and use of technology 2 (UTAUT2) framework. The UTAUT2, which includes Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions, Hedonic Motivation (HM), Price-Saving Orientation, and Habit, within this study incorporates two new variables: Trustworthiness and Homophily. We empirically examine the expanded model on a sample of 200 residents in the United Kingdom. The partial least squares–structural equation modeling analysis revealed that Homophily, PR, and Price-Saving Orientation are the strongest predictors of individual usage intentions’ of UGC. Moreover, the dimension of Habit, operationalized as a subjective measure of impulsive and automatic use of UGC, was found to be the strongest predictor of travelers’ actual UGC usage. This study enhances our understanding of the explanatory variables driving the usage of online reviews (e.g. contrary to prevalent knowledge from previous works, Trustworthiness in the present study was nonsignificant), thus providing far-reaching theoretical and practical recommendations for tourism researchers and practitioners.

中文翻译：

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消费者对在线旅行评论的使用：扩展了接受和使用技术2模型的统一理论

本研究通过扩展的接受和使用技术2（UTAUT2）统一理论，研究了旅行者使用在线旅行评论作为用户生成内容（UGC）形式的综合模型。本研究中的UTAUT2包括绩效预期（PE），预期工作量（EE），社会影响力（SI），便利条件，享乐动机（HM），节省价格的倾向和习惯，其中包含两个新变量：诚信度和同性恋。我们以英国200名居民为样本，对扩展模型进行了经验检验。偏最小二乘-结构方程建模分析表明，同质性，PR和节省价格的取向是UGC个人使用意愿的最强预测因子。而且，习惯的维度，作为冲动和自动使用UGC的主观措施进行操作，被发现是旅行者实际UGC使用的最强预测指标。这项研究增强了我们对驱动在线评论使用的解释变量的理解（例如，与先前著作的普遍知识相反，本研究中的可信度并不重要），从而为旅游研究人员和从业人员提供了深远的理论和实践建议。