The influence of eWOM on intentions for booking luxury hotels by Generation Y

Electronic word-of-mouth on social networking sites is one of the most effective marketing resources in the lodging industry. Furthermore, Generation Y is becoming an important customer base for the luxury hotel industry and relies heavily on eWOM on social networking sties. By adopting and using four selected constructs (perceived usefulness, enjoyment, subjective norm, and perceived behavioral control) from the extended Technology Acceptance...