Abstract
Although online group-buying is increasing rapidly, little theoretically based research has been conducted on behaviors of online group-buyers of tourism products. Thus, the purpose of this study is to develop and test a theoretical model examining the relationships among value, trust, site attachment, altruism, and loyalty in the context of online group-buying of tourism products. The results indicate that the six hypothesized relationships among value, trust, site attachment, altruism, and loyalty are significant and thus validate the theoretical model. The findings of this study provide theoretical and practical implications for academics and managers of online group-buying sites.
| Original language | English |
|---|---|
| Pages (from-to) | 935-952 |
| Number of pages | 18 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 32 |
| Issue number | 8 |
| DOIs | |
| Publication status | Published - 17 Nov 2015 |
Bibliographical note
Publisher Copyright:© 2015 Taylor & Francis.
Keywords
- Altruism
- loyalty
- online group-buying
- site attachment
- tourism products
- trust
- value