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The persuasion route in business to consumer (B2C) communication is well researched, but the consumer to consumer (C2C) persuasion route in the web 2.0 era is under-researched. The present study bridges the research gap by examining the effect of C2C communication on cognition-Affect attitude to influence travel intention based on the Stimulus-Organism-Response (SOR) framework and heuristic systematic model (HSM). Awareness, image, and risk represent cognitive attitude, while preference represents an affective attitude. Serial mediation modeling with Andrew Hayes process instrumentalizes the hypothesis testing. The current study confirms the influence of C2C communication on cognition-affect attitude. Practitioners should strategize choice heuristics dimensions of online reviews to shape travel intentions. This study pioneered to test the serial mediation model in C2C communication.

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Travel 2.0: The Role of Cognition and Affect in Consumer-to-Consumer (C2C) Travel Influence

  • 章节

  • 发表日期：

    2026年

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  • Neha Yadav,
  • Sanjeev Verma

摘要

The persuasion route in business to consumer (B2C) communication is well researched, but the consumer to consumer (C2C) persuasion route in the web 2.0 era is under-researched. The present study bridges the research gap by examining the effect of C2C communication on cognition-Affect attitude to influence travel intention based on the Stimulus-Organism-Response (SOR) framework and heuristic systematic model (HSM). Awareness, image, and risk represent cognitive attitude, while preference represents an affective attitude. Serial mediation modeling with Andrew Hayes process instrumentalizes the hypothesis testing. The current study confirms the influence of C2C communication on cognition-affect attitude. Practitioners should strategize choice heuristics dimensions of online reviews to shape travel intentions. This study pioneered to test the serial mediation model in C2C communication.