Generating Electronic Word of Mouth (eWOM) in the Accommodation Sector

Electronic word of mouth (eWOM) is a powerful form of online communication that strongly influences consumer purchasing behaviour. However, what remains less clear is the combined influence of situational factors versus personality traits when assessed simultaneously. The aim of this paper is to address this gap by developing an integrative conceptual model to assess the comparative relevance of situational factors and personality traits in driving eWOM generation in the Romanian accommodation sector. To implement the research scope, an empirical, quantitative, questionnaire-based investigation was pursued, data being collected from 291 tourists who had previous experience with online accommodation platforms such as booking.com, Airbnb, Trivago, etc. Based on the proposed conceptual model, data were analysed by means of structural equation modelling via SmartPLS 4.0. The research extends previous knowledge based on the Theory of Reasoned Action (TRA) and the Theory of Cognitive Dissonance (TCD), showing the combined multiple effects of situational factors and personality traits on consumers’ behaviour in generating eWOM in the accommodation sector. The results show that acquisition regret strongly drives eWOM generation intention, this regret being significantly increased by the unpleasantness, unacceptability, and importance of the consumer’s situation. Consumer expressivity predicts eWOM generation and is positively influenced by perceived social support, a relationship newly validated in the literature.