Purpose

This study aims to explore the relationship between Generation Z (or Gen Z) consumers’ decision-making styles and electronic word-of-mouth (eWOM) use in the tourism sector. Drawing on the consumer style inventory (CSI) model and the theory of reasoned action (TRA), the research examines how specific decision-making styles influence Gen Z’s propensity to use eWOM recommendations for accommodation choices.

Design/methodology/approach

The study uses structural equation modelling to analyse data collected from 296 Gen Z users of Booking.com. The CSI model is adapted to the analysed context and attributes – impulsive, recreational, sustainable, fashion-conscious and perfectionist attitudes – are examined to determine their impact on eWOM use intention and actual eWOM use.

Findings

Three of the hypothesised relationships in the model were validated. Specifically, the results suggest that the attitudes of sustainable and perfectionist consumers influence the intention to use eWOM. Furthermore, use intention is positively associated with the actual use of eWOM.

Practical implications

For marketers and tourism businesses, understanding the decision-making styles of Gen Z can inform the development of targeted marketing strategies that emphasise quality and sustainability. Highlighting these aspects in online reviews and eWOM platforms can enhance engagement with Gen Z consumers.

Originality/value

This research advances the understanding of eWOM behaviour by integrating CSI and TRA theories in the context of Gen Z’s tourism decision-making. It provides empirical evidence on the significant role of perfectionist and sustainable attitudes in shaping eWOM intentions, contributing to the literature on consumer behaviour and digital marketing in tourism.

中文翻译：

---

住宿决策中的声誉和电子口碑：Z 世代用户的见解

 目的

本研究旨在探讨 Z 世代消费者的决策风格与旅游领域电子口碑 (eWOM) 使用之间的关系。该研究利用消费者风格清单 (CSI) 模型和理性行动理论 (TRA)，探讨了特定的决策风格如何影响 Z 世代使用电子口碑推荐进行住宿选择的倾向。

设计/方法论/途径

该研究使用结构方程模型来分析从 Booking.com 的 296 名 Z 世代用户收集的数据。 CSI 模型适应分析的背景和属性（冲动、娱乐、可持续、时尚意识和完美主义态度），并进行检查以确定它们对电子口碑使用意图和实际电子口碑使用的影响。

 发现

模型中的三个假设关系得到了验证。具体来说，结果表明可持续和完美主义消费者的态度影响使用电子口碑的意图。此外，使用意图与电子口碑的实际使用呈正相关。

 实际意义

对于营销人员和旅游企业来说，了解 Z 世代的决策风格可以帮助制定强调质量和可持续性的有针对性的营销策略。在在线评论和电子口碑平台中强调这些方面可以增强与 Z 世代消费者的互动。

 原创性/价值

本研究通过在 Z 世代旅游决策的背景下整合 CSI 和 TRA 理论，增进了对电子口碑行为的理解。它提供了关于完美主义和可持续态度在塑造电子口碑意图方面的重要作用的实证证据，为消费者行为和旅游业数字营销的文献做出了贡献。