Linking Website Interactivity to Consumer Behavioral Intention in an Online Travel Community: The Mediating Role of Utilitarian Value and Online Trust

被引：0

作者：

Jeon, Hyeongjin ^{[1
]}

Jang, Jichul ^{[1
]}

Barrett, Elizabeth B. ^{[1
]}

机构：

[1] Kansas State Univ, Dept Hospitality Management, 148C Justin Hall, Manhattan, KS 66506 USA

来源：

JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM | 2017年 / 18卷 / 02期

关键词：

Online interactivity; online trust; repurchase intention; travel website; utilitarian value; ORGANISM-RESPONSE FRAMEWORK; SHOPPING VALUE; IMAGE INTERACTIVITY; WEB SITE; PERCEIVED INTERACTIVITY; CUSTOMER SATISFACTION; SERVICE QUALITY; SOCIAL PRESENCE; PERCEPTIONS; LOYALTY;

D O I：

10.1080/1528008X.2016.1169473

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Although prior studies have shown that perceived website interactivity plays an important role in positive behavioral intentions of online customers, the underlying psychological mechanisms remain unclear. Therefore, the purpose of this study was to examine the mediating role of utilitarian value and online trust in relationship between perceived website interactivity and repurchase intention in an online travel community. Data were collected from 227 customers who had purchased travel-related products on any online travel website within the past 12 months. The empirical results supported all study hypotheses. As predicted, utilitarian value and online trust fully mediate the relationship between perceived website interactivity and repurchase intention. Theoretical and practical implications are discussed.

引用

页码：125 / 148

页数：24

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