Is user-generated content always helpful? The effects of online forum browsing on consumers' travel purchase decisions

This study examines how the unique information environment of online forums affects consumers' information acquisitions, and further impacts their purchase behavior. Based on the information foraging theory, we hypothesize that the relevant information patches in online forums facilitate consumers' information acquisition processes and increase purchase intention. However, the mixed information scents within online forums could also lead to fewer or no purchases because of distraction from unrelated information. To test the proposed hypotheses, we empirically analyze a unique data set of consumers' webpage browsing histories and purchase behavior from a major online travel agency in China. The findings of this study provide insights into how online forum browsing behavior affects consumers' purchase decisions. The findings also offer important implications for online forum design.