Generation Y’s online experience and eWOM Adoption: The Moderating Role of perceived Risk

Tourists can freely share their travel experiences online, where others can read them, view photos and videos of visits, and gather information before choosing a destination for their future trips. In the context of virtual communities, this study proposes a theoretical framework that outlines the relationship between the credibility, quality, and vividness of shared information, community experience, the adoption of eWOM messages, and the intention to visit a destination. Additionally, the moderating effect of perceived risk on the relationship between community experience and message adoption is examined. The new model was validated through PLS-SEM based on an online survey of 497 members of virtual consumption communities focused on tourism, travel, hospitality, tourist experiences, and recommendations related to Algerian destinations, considered as representatives of Generation Y. The results confirm that online community experience serves as a mediator in the relationship between eWOM characteristics (credibility, quality, and vividness) and the adoption of eWOM messages,which, in turn, mediates the relationship between online community experience and visit intention.Finally, perceived risk significantly moderates the relationship between eWOM characteristics, community experience, and the adoption of eWOM messages shared in various virtual communities. Key words: Virtual Community, community experience, generation Y, eWOM adoption, perceived risk