Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention
Ukpabi, D., Karjaluoto, H., Olaleye, S., & Mogaji, E. (2019). Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention. In J. Pesonen, & J. Neidhardt (Eds.), Information and Communication Technologies in Tourism 2019 : Proceedings of the International Conference in Nicosia, Cyprus, January 30-February 1, 2019 (pp. 450-460). Springer. https://doi.org/10.1007/978-3-030-05940-8_35
Date
2019Copyright
© Springer Nature Switzerland AG 2019.
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.
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SpringerParent publication ISBN
978-3-030-05939-2Conference
Information and Communication Technologies in TourismIs part of publication
Information and Communication Technologies in Tourism 2019 : Proceedings of the International Conference in Nicosia, Cyprus, January 30-February 1, 2019Keywords
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https://converis.jyu.fi/converis/portal/detail/Publication/28790741
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