Interactivity, engagement, trust, purchase intention and word-of-mouth: A moderated mediation study
學年 107
學期 2
出版（發表）日期 2019-03-07
作品名稱 Interactivity, engagement, trust, purchase intention and word-of-mouth: A moderated mediation study
作品名稱（其他語言）
著者 Shu-Hsien Liao; Yu-Chun Chung; Wen-Jung Chang
單位
出版者
著錄名稱、卷期、頁數 International Journal of Services Technology and Management 25(2), p.116-137
摘要 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.
關鍵字 interactivity;engagement;trust;purchase intention;word-of-mouth;brand loyalty;moderated mediation;fan page;Facebook;social media;tourism;hospitality
語言 en
ISSN 1741-525X; 1460-6720
期刊性質 國外
收錄於 ESCI
產學合作
通訊作者
審稿制度 是
國別 GBR
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110174 )

SDGS 產業創新與基礎設施