The Mediating Role of Real-Time Information Between Location-Based User-Generated Content and Tourist Gift Purchase Intention

The global use of Web 2.0 applications has generated enormous volumes user content. Drawing on cognitive load theory, this study examines unexplored factors that influence gift purchase intention tourists. authors identify localization and real-time information for shaping tourists' intention, which is facilitated by reduced overload. Analyzes the relies a sample 273 foreign tourists in Malaysia. A cross-sectional quantitative conducted using partial least square structural equation modeling. Results showed location-based user-generated content significantly affect Moreover, partially mediates relationship between intention.