Interface effects of online media on tourists' attitude changes

Abstract

This study examines the extent to which three types of online media (i.e., consumer reviews, personal references, advertisements) change consumers' attitudes toward a tourism product. Using a 3 x 3 x 2 fractional factorial design, this study also tests how visual format and message framing interact with media type to influence attitude change. Findings indicate that online consumer reviews change tourists' attitudes more than the other two media types, with empathetic persuasiveness playing the most influential role in negative product reviews and information involvement playing a critical role in positive online consumer reviews and advertisements. Moreover, visual format influences the effects of media type and message framing on attitude change.