Website interactivity and brand development of online travel agencies in China: The moderating role of age

被引：68

作者：

Ye, Ben Haobin ^{[1
]}

Barreda, Albert A. ^{[2
]}

Okumus, Fevzi ^{[3
]}

Nusair, Khaldoon ^{[4
]}

机构：

[1] Sun Yat Sen Univ, Dept Hospitality & Serv Management, Sch Business, Guangzhou, Guangdong, Peoples R China

[2] Missouri State Univ, Hospitality Leadership, Springfield, MO 65897 USA

[3] Univ Cent Florida, Rosen Coll Hospitality Management, Florida, FL USA

[4] Sultan Qaboos Univ, Dept Mkt, Muscat, Oman

来源：

JOURNAL OF BUSINESS RESEARCH | 2019年 / 99卷

关键词：

Website interactivity; Brand development; Consumer behavior; Moderating effects; PERCEIVED INTERACTIVITY; CUSTOMER EXPERIENCE; SOCIAL MEDIA; ACCEPTANCE; EQUITY; COMMUNICATION; PERCEPTIONS; COMMITMENT; LOYALTY; IMPACT;

D O I：

10.1016/j.jbusres.2017.09.046

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The purpose of this study was to propose a theory-driven model to understand the relationship among social website interactivity, brand experience, brand choice, price premium, and buying intention within the context of online travel agencies (OTAs) websites. The moderating role of consumer age was also investigated. Results suggested the inclusion of social website interactivity in the design of OTA websites enhanced branding elements, which influenced customers' willingness to pay the price premium and to return in the future. The strength of the relationships among these constructs varies across young consumers (aged between 18 and 25) and older consumers (aged above 25). Moreover, results suggested that social website interactivity influenced price premium and buying intentions through brand experience and brand choice. This study offers specific theoretical and practical implications.

引用

页码：382 / 389

页数：8

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