Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

Azhar, Mohd; Ali, Ruksar; Hamid, Sheeba; Akhtar, Mohd Junaid; Rahman, Mohd Nayyer

doi:10.1186/s43093-022-00161-5

Future Business Journal

Table 4 Confirmatory factor analysis statistics.

From: Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

Item	Factor loading	CR	AVE	Cronbach's α
Attitude (ATT)		0.931	0.771	0.921
ATT1: Making a destination choice on the basis of eWOM is a good idea	0.881
ATT2: Making a destination choice on the basis of eWOM is a wise idea	0.850
ATT3: I like the idea of eWOM while making a destination choice	0.836
ATT4: Making a destination choice on the basis of eWOM would be a pleasant experience	0.850
Subjective norm (SN)		0.973	0.902	0.973
SN1: People who influence my behavior would think that I should make a destination choice on the basis of eWOM	0.803
SN2: People who are important to me think that I should make a destination choice on the basis of eWOM	0.802
SN3: People whom I know would expect me to make a destination choice on the basis of eWOM	0.809
SN4: People whose opinions I value prefer that I should make a destination choice on the basis of eWOM	0.751
Perceived behavioral control (PBC)		0.971	0.870	0.971
PBC1: I would be able to make a destination choice on the basis of eWOM	0.838
PBC2: Making a destination choice on the basis of eWOM is entirely within my control	0.869
PBC3: I have the resources to make a destination choice on the basis of eWOM	0.891
PBC4: I have the ability to make a destination choice on the basis of eWOM	0.884
PBC5: I have the knowledge to make a destination choice on the basis of eWOM	0.869
Revisit intention (RI)		0.951	0.828	0.950
RI1: I intend to make a destination choice on the basis of eWOM	0.757
RI2: I predict I would make a destination choice on the basis of eWOM	0.829
RI3: I plan to make a destination choice on the basis of eWOM	0.800
RI4: I will strongly recommend others to make a destination choice on the basis of eWOM	0.747
Electronic word of mouth (eWOM)		0.962	0.864	0.962
eWOM1: I often read other tourists' online travel reviews to know which destinations are safe to visit	0.842
eWOM2: I frequently gather information from tourists' online travel reviews before I travel to a certain destination	0.861
eWOM3: If I don't read tourists' online travel reviews when I travel to a destination, I worry about my decision	0.890
eWOM4: When I travel to a destination, tourists' online travel reviews make me confident in travelling to the destination	0.882
Destination image (DI)		0.955	0.876	0.954
DI1: India is safe and secure	0.764
DI2: India offers exciting and interesting places to visit	0.781
DI3: As a tourism destination, India offers good value for money	0.772

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