Considering Cultural Consonance in Trustworthiness of Online Hotel Reviews among Generation Y for Sustainable Tourism: An Extended TAM Model
This study aims to predict Generation Y customers’ acceptance of user-generated content (UGC) websites by integrating an extended technology acceptance model (TAM), trustworthiness of online reviews, and cultural consensus and cultural consonance theory. To collect data, a free listing method was fi...
Main Authors: | So Young Bae, Ju Hyoung Han |
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Format: | Article |
Language: | English |
Published: |
MDPI AG
2020-04-01
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Series: | Sustainability |
Subjects: | |
Online Access: | https://www.mdpi.com/2071-1050/12/7/2942 |
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