Generation Y Travelers’ Commitment to Online Social Network Websites

Keywords

online social network, loyalty, perceived risk, perceived utility, trust, generation y, travel

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.

Publication Date

6-15-2012

Original Citation

Nusair, K., Bilgihan, A. & Okumus, F., Cobanoglu, C. (2013). Generation Y Travelers’ commitment to online social network websites, Tourism Management (SSCI journal), 35 (2), 13-22.

Number of Pages

13-22

Document Type

Paper

Language

English

Source Title

Tourism Management

Volume

35

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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