Online social networks in the travel sector
by Daniel Belanche, Luis V. Casalo, Carlos Flavian, Miguel Guinaliu
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 3, No. 4, 2010

Abstract: To advance understanding of online social networks in the travel sector, in which consumers share experiences about travel destinations and search information to plan their travels, this study analyses some antecedents and consequences associated with participation in such networks. The authors consider two levels of participation: observation and knowledge contribution. The data reveal that observation depends on calculative commitment to the network, whereas knowledge contribution exhibits a positive effect initiated by both calculative and affective commitment. Trust has positive effects on both types of commitment. Finally, observation and knowledge contribution positively influence a consumer's intention to use the products and services of the travel organisation that hosts the network.

Online publication date: Mon, 15-Nov-2010

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