The Impact of Electronic Word-Of-Mouth (eWOM) on Online Flight Booking Intention: The Mediating and Moderating Roles in a Structural Model

Abstract

Purpose: This study examines the impact of electronic word of mouth (eWOM) on online flight ticket purchase intention (OFTPI) among Vietnamese customers, while identifying the mediating role of brand image and the moderating roles of purchase motivation and perceived risk.
Design/methodology/approach: A quantitative approach was employed using survey data from 770 respondents who had booked flight tickets online within the past 12 months. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the direct, indirect, and interactional relationships among the variables.
Findings: Results indicate that eWOM positively and significantly influences both brand image and OFTPI. Brand image acts as a key mediator, translating eWOM effects into favorable attitudes and purchasing behaviors. Purchase motivation strengthens the relationships between eWOM, brand image, and purchase intention, while perceived risk moderates the link between eWOM and purchase intention, showing that customers rely more on eWOM when uncertainty is high.
Originality/value: This study extends online consumer behavior theory by integrating both mediation and moderation mechanisms within a single structural model. It also provides practical implications for airlines to optimize eWOM strategies, personalize marketing messages, and reduce perceived risk to enhance online booking rates.