Test of an integrative model of travel-related social media users’ switching intentions (original) (raw)
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The Seventh International Conference on Data Analytics, November 18, 2018 to November 22, 2018 - Athens, Greece, 2018
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This research aims to investigate the impact of specific factors on user's travel purchase intention and attitude in Social Media. Data collected from Social Media users to measure the relationship between the above factors of Social Media and user attitude on travel purchase intention with the Structural Equation Model. The primary purpose of the research is to explore whether the following Social Media factors are positively related to user attitude and travel purchase intention. The factors are source credibility, information reliability, user pleasure, and perceived value in travel services information. The findings of the research showed that there is a positive relationship between pleasure, attitude, and travel purchase intention, a positive relationship between reliability and customer attitude, and a positive relationship between perceived value and travel purchase intention. We also found that there is no relationship among credibility, user attitude, and travel purchase intention and an additional factor concerning atmospherics, positively affecting the perceived value and user pleasure. Finally, we found that customer attitude plays a vital role in mediating the relationship between credibility, pleasure, reliability, value, and travelers' purchase intention.
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The goal of this research is to predict which factors influence SNS users' perceived value and trust in acquiring travel-related information from mobile social networking services (mobile SNS). Data were analysed via the Partial Least Square-Structural Equation Modelling (PLS-SEM) approach to examine the postulated research hypotheses. The PLS-SEM approach revealed that perceived enjoyment profoundly influenced SNS users' perceived value of the travelrelated information acquired from mobile SNS. Furthermore, perceived value was found as the strongest predictor of SNS users' trust in acquiring travel-related information from mobile SNS. Users were able to accumulate a high volume of knowledge from other online users who shared a variety of travel-related information via SNS. This allows users to acquire substantial amounts of useful travel-related data from other online users using SNS while simultaneously, improving their interpersonal relationships. The empirical research findings provide some directions for managers in the tourism industry to follow, by applying the findings of this study to their marketing strategies. The study gains in importance, particularly after Facebook's data privacy scandal with Cambridge Analytica. Directions for future research are offered.
Factors That Influence the Purchase of Travel Online: A Proposed Model
Online travel shopping has attracted researchers due to its significant growth and there is a growing body of literature in this field. However, a thorough literature review has revealed that research on what drives consumers to purchase travel online has typically been fragmented and that there is a lack of studies that integrate well-grounded theories to better understand online travel shopping. Therefore, this chapter develops an integrated model to explain which factors affect online travel purchases. Furthermore, it proposes a new construct, termed social media involvement, defined as a person's level of interest or emotional attachment with social media based on their use and motivation regarding social media websites. As a conceptual paper, the chapter is limited to literature and prior empirical research. However, it provides a solid basis for future investigation by reviewing prior empirical research concerning the constructs proposed in the model and by supporting possible structural relationships among those constructs. The findings will extend the knowledge on online travel purchases.