| dc.description.abstract | Service segment is becoming a dominant piece of an economic cake of Vietnam. Accounting for 42.7%, it plays an important role in improving Vietnam’s economy (General Statistics Office of Vietnam , 2018). One of the hospitality industry trend of 2019 is to utilise technology to enhance users’ experience (World Travel and Tourism Council, 2019). Recently, Vietnam has experience a substantial growth in review sites written by user – called user generated content (UGC) – which help people to gather information for their planning. These review sites bring benefit to not only users but also service providers as well as owner of the sites. Review sites are efficient channel for promoting restaurants, helpful source of information for users and financial gain through advertising activities for review sites’ owners. Therefore, this research aims to examine the intermediating role of attitude in the relationship between perception of user about UGC and intention to use UGC for planning. The research was conducted based on the implication from Foody – food and travel review site in Vietnam. Quantitative method was applied with questionnaire designed in both English and Vietnamese, distributing to Foody users in Ho Chi Minh city, Vietnam. Reliability, validity of measures and the hypotheses were checked by using SmartPLS. Key findings of this study includes: (1) Perceived easiness of use and usefulness both have straight and indirect effect on dependent variable, mediating through attitude toward using it; (2) perceived trustworthiness and perceived similarity have direct effect on attitude toward using UGC and indirect impact on intention variables; and (3) only perceived enjoyment has no significant relationships to the mediating and dependent variables. Theoretical, practical implication and limitations are also presented in the research.
Keyword: user-generated content, attitude, intention, usefulness, enjoyment, ease of use, similarity, trustworthiness. | en_US |
