期刊論文
| 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 ) |