The present study examines a comprehensive model of travelers’ use of online travel reviews as a form of user-generated content (UGC) through an expanded unified theory of acceptance and use of technology 2 (UTAUT2) framework. The UTAUT2, which includes Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions, Hedonic Motivation (HM), Price-Saving Orientation, and Habit, within this study incorporates two new variables: Trustworthiness and Homophily. We empirically examine the expanded model on a sample of 200 residents in the United Kingdom. The partial least squares–structural equation modeling analysis revealed that Homophily, PR, and Price-Saving Orientation are the strongest predictors of individual usage intentions’ of UGC. Moreover, the dimension of Habit, operationalized as a subjective measure of impulsive and automatic use of UGC, was found to be the strongest predictor of travelers’ actual UGC usage. This study enhances our understanding of the explanatory variables driving the usage of online reviews (e.g. contrary to prevalent knowledge from previous works, Trustworthiness in the present study was nonsignificant), thus providing far-reaching theoretical and practical recommendations for tourism researchers and practitioners.
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