Generation Y travelers' commitment to online social network websites

    Authors

    K. Nusair; A. Bilgihan; F. Okumus;C. Cobanoglu

    Comments

    Authors: contact us about adding a copy of your work at STARS@ucf.edu

    Abbreviated Journal Title

    Tourism Manage.

    Keywords

    Online social network; Loyalty; Perceived risk; Perceived utility; Trust; Generation Y; Travel; SUPPLIER RELATIONSHIPS; CUSTOMER RETENTION; USER ACCEPTANCE; E-LOYALTY; TRUST; TECHNOLOGY; SATISFACTION; DETERMINANTS; CHANNELS; MODEL; Environmental Studies; Hospitality, Leisure, Sport & Tourism; Management

    Abstract

    This study aims to develop a theory-based model of relationship commitment in an online social network (OSN) context for Generation Y travelers. An online questionnaire was sent to a systematic random sample of 12,000 students at six U.S. universities. A total of 513 respondents participated in the study. Study results suggest that perceived utility and trust are positively related to both affective and calculative commitment. In terms of the relationship between perceived risk and commitment dimensions, the lower the risk associated with OSNs, the more likely customers are to continue the relationship. This study highlights the pivotal role of affective commitment in developing loyalty to travel-related OSNs. (C) 2012 Elsevier Ltd. All rights reserved.

    Journal Title

    Tourism Management

    Volume

    35

    Publication Date

    1-1-2013

    Document Type

    Article

    Language

    English

    First Page

    13

    Last Page

    22

    WOS Identifier

    WOS:000312615400002

    ISSN

    0261-5177

    Share

    COinS