Consumer Behavior In Firm-hosted Online Travel Communities
作者： Luis Casaló , Carlos Flavián , Miguel Guinalíu , None
DOI:
关键词: Identification (information) 、 Business 、 Consumer behaviour 、 Tourism 、 Technology acceptance model 、 Loyalty 、 Social identity theory 、 Theory of planned behavior 、 Advertising 、 Marketing 、 Order (business)
摘要: Online travel communities are an increasing phenomenon that is motivating deep changes in the industry. The purpose of this work to explain consumer intention participate these and loyalty firm hosts community. To do that, we propose a model integrates Theory Planned Behavior (TPB), Technology Acceptance Model (TAM) Social Identity order online communities. In addition, analyze link between community two behavioral intentions may benefit host firm: use products/services recommend firm. Results reveal TPB, TAM form appropriate framework find positive effect on considered. Based results, some conclusions implications proposed.
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