The Effect of Price Justice and Consumption Emotions on PWOM Intentions in Leisure and Business Travels

Abstract

This study seeks answers to two main questions. The first of them is to investigate the effect of price fairness and consumption emotions on PWOM intention and determining which one is more effective. The other is to determine whether the effect of price justice and consumption emotions on PWOM intention differs according to the purpose of travel. For this purpose, a research model was developed and tested using the PLS (Partial Least Squares) method. As a result, it has been determined that price fairness and consumption emotions have a significant and positive effect on PWOM intention. In addition, consumption emotions were found to be more effective than price fairness on PWOM intention. The results obtained by adding travel purpose as a moderator variable to the model showed that travel purpose plays a moderator role in the effect of both price justice and consumption emotions on PWOM intention. It has been determined that price fairness in business trips and consumption feelings in leisure trips are more effective on PWOM intention.