The effect of travelers' recommendations on word-of-mouth advertising and reuse intention with the mediating role of safety and perceived value and the moderating role of education

Subject Areas : Understanding market service attitudes

majid pabarjaei zanjani ¹ (Master's student, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.)
احمد راه چمنی ² (استاد)

Received: 2023-12-21 Accepted : 2024-05-17 Published : 2024-06-19

Keywords: Perceived safety, perceived value, positive word of mouth, reuse intention.,

Abstract :

This research was conducted with the aim of investigating the effect of travelers' recommendations on word-of-mouth advertising and reuse intention with the mediating role of safety and perceived value and the moderating role of education. The current research is applied in terms of purpose and descriptive research in terms of survey method based on structural equation modeling. The statistical population of this research includes Snap application customers in Zanjan city, 390 of these people were selected as a sample using the available random sampling method. Pauk et al.'s (2022) questionnaire with 26 questions was used to collect data. The divergent and convergent validity of the above instrument was confirmed. Reliability was also investigated by Cronbach's alpha test and composite reliability test. The software used were SPSS version 26 and SmartPLS version 4. Finally, the results of data analysis at a confidence level of 0.95 and an error level of 0.05 showed that the recommendations of other passengers have an effect on the perceived safety with a route coefficient of 0.667. Also, perceived value acts as a partial mediator between other travelers' recommendations and word-of-mouth advertising intention. Finally, based on interaction analysis, it was determined that the level of education plays a role as a moderating variable between the recommendations of other travelers and the intention of word-of-mouth advertising

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