Title: Interactivity, engagement, trust, purchase intention and word-of-mouth: a moderated mediation study

Authors: Shu-Hsien Liao; Yu-Chun Chung; Wen-Jung Chang

Addresses: Department of Management Sciences, Tamkang University, Tamsui Dist., ROC, 25137, New Taipei City, Taiwan ' Department of Management Sciences, Tamkang University, Tamsui Dist., ROC, 25137, New Taipei City, Taiwan ' Department of Leisure Business Management, Delin Institute of Technology, 1, Lane 380, Qing-Yun Rd., Tucheng Dist., 23654, New Taipei City, Taiwan

Abstract: This paper presents a model of influence of interactivity and engagement on hotel customers' purchase intention and word-of-mouth by simultaneously including trust as a mediator, analyses the direct and indirect effects among these constructs and examines the moderated mediation effect of brand loyalty. In the proposed model, purchase intention and word-of-mouth are indirectly affected by interactivity and engagement respectively in the hospitality industry, via the mediation of trust. Besides, the indirect effect of interactivity on purchase intention and engagement on word-of-mouth through trust will be stronger with higher brand loyalty than for those with lower brand loyalty. Empirical testing using a survey of 408 Taiwan consumers in hospitality and tourism confirms our hypothesised effects. Finally, managerial implications and limitations of our findings are discussed.

Keywords: interactivity; engagement; trust; purchase intention; word-of-mouth; brand loyalty; moderated mediation; fan page; Facebook; social media; tourism; hospitality.

DOI: 10.1504/IJSTM.2019.098203

International Journal of Services Technology and Management, 2019 Vol.25 No.2, pp.116 - 137

Received: 19 Nov 2016
Accepted: 12 Apr 2017
Published online: 06 Mar 2019 *

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