تأثير قيمة العميل في دوافع الشراء عبر الإنترنت: الدور الوسيط للمحتوى المقدم من المستخدم: دراسة تطبيقية على بعض الفنادق المصرية

الملخص EN

Hotel marketing managers are currently facing many challenges due to successive technological changes, as traditional word of mouth has turned into electronic content through users creating many texts, images, and digital videos.

this shift may help increase customer equity, and thus enhance behavioral intention to complete a hotel purchase and booking transaction online.

therefore, this study aims to measure the impact of UGC on the relationship between customer value determinants (perceived value, customer-hotel relationship value, and brand value) and online purchasing motivations in the hotel industry.

a descriptive analytical approach was used to deal with a simple random sample of customers of five-star hotels in greater Cairo amounted to 524 customers who wrote down their previous reviews and experiences on TripAdvisor.

the data were analyzed using the statistical package for the social sciences (SPSS v.28) and partial least squares structural equation modeling (smartPLS v.4.4).

the results concluded that there was a significant improvement in the relationship between customer value determinants and online purchasing motivations in the presence of user-generated content.

the study recommends that hotel chain marketing managers develop informative content that is useful to potential guests, at the same time, it enhances trust and credibility in current customer reviews.