6533b81ffe1ef96bd1277358

RESEARCH PRODUCT

Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention

Dandison C. UkpabiEmmanuel MogajiSunday Adewale OlaleyeKarjaluoto Heikki

subject

customer value creationarvonluonti05 social sciencessuorakäyttösocial presenceSample (statistics)erilliskäsittelyoffline-toiminnotSocial value orientationsStructural equation modelingTest (assessment)asiakkaatmatkailuOrder (business)Customer valueoffline activities0502 economics and business050211 marketingContinuanceMarketingPsychologyGVValue (mathematics)050212 sport leisure & tourismcontinuous usage intention

description

The purpose of this study is to empirically test a model that examines the roles of offline activities and customer value creation on tourists’ continuance use of online travel communities (OTCs). Hypotheses were tested through a sample of 251 respondents on Amazon Mechanical Turk (MTurk). SmartPLS structural equation modelling was used to test the structural model. Results indicated that offline activities significantly influence hedonic and social values, while this support was not found with functional value. Similarly, while offline activities positively influence continuance usage intention, no positive relationship was established between offline activities and recommendation intention. Additionally, the three dimensions of customer value creation positively influenced continuance usage intention. This study suggests that in planning offline activities, managers of OTCs must understand the dynamics of customer value creation in order to enhance social bonds among members and continuous usage of the OTC. peerReviewed

yearjournalcountryeditionlanguage
2019-02-26
https://doi.org/10.1007/978-3-030-05940-8_35