Vol. 8, Issue 1, Part A (2026)

The study examines the direct impact of homophily and source credibility on adoption intention of User Generated Content about hospitality services. Besides that, the moderating role of perceived risk is also examined. The proposed model in this study was validated empirically using the responses to a questionnaire from 393 respondents who are active users of hospitality services. The results of the study revealed that homophily has positive impact on Adoption Intention while source credibility doesn’t have positive impact on Adoption Intention in contrast to past literature. The moderating role of Perceived Risk too has been rejected.