Purpose This study aims to investigate the influence of electronic Word-of-Mouth (eWOM) on museum visitors’ decision-making, with a particular focus on Generation Z. It aims to analyze how eWOM affects information adoption, intention to visit and actual museum attendance, addressing the growing importance of user-generated content in shaping perceptions of cultural and leisure experiences. Design/methodology/approach The research is based on the Information Adoption Model (IAM) and the Information Acceptance Model (IACM) to propose and test a theoretical framework composed of eight constructs. Data were collected through a survey of 240 Generation Z individuals in Spain. Structural Equation Modeling was applied to examine the relationships among variables, providing robust statistical evidence on the drivers of eWOM acceptance and its behavioral consequences. Findings Results reveal that Needs of Information, Information Usefulness and Information Credibility significantly predict eWOM acceptance and exert a strong influence on both Visiting Intention and actual museum visits. Surprisingly, Information Quality was not found to have a significant effect. The model demonstrates high explanatory and predictive power, confirming the central role of eWOM in visitor decision-making processes. Originality/value This research extends the application of IAM and IACM to the museum sector, an area where intangible experiences heighten the relevance of digital information. By highlighting the mechanisms through which eWOM shapes visitor behavior, the study provides theoretical contributions and practical insights, offering museums strategies to leverage usergenerated content to strengthen online positioning and attract new audiences.
Azuara-Grande et al. (Thu,) studied this question.