The Mediating Role of Word of Mouth (WOM) on Attitude, Experience, and Interpersonal Limitations in Purchasing Intentions and Behaviours in the Choice of Online Travel Agencies

This study addresses a gap in research on purchase intentions at online travel agencies, explicitly focusing on the mediating role of word of mouth (WOM) in purchase intentions and behaviours when selecting online travel agencies. The analysis is underpinned by predictors such as attitude, behavioural intention, purchase intention, experience, and interpersonal limitations. The research was conducted in Arequipa, Peru, with a sample of 149 university students randomly selected and willing to participate in an online survey. Employing a quantitative methodology and a non-experimental cross-sectional design, the study was divided into two phases: an initial exploratory factor analysis to establish a reliable and valid structure for the variables and their associated elements, followed by a confirmatory factor analysis that utilised variance-based structural equation modelling and SmartPLS for data analysis. It concludes that WOM mediates between personal attitudes, experiences, and consumer behaviours, such that attitude and experience impact WOM, influencing purchase intentions and behaviour. The principal contribution of the study is to provide an explanatory model for decision-making in the context of online travel agencies, highlighting the importance of optimising WOM and improving consumer attitude and experience as marketing strategies.