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Influence of offline activities and customer value creation on online travel community continuance usage intention

Influence of offline activities and customer value creation on online travel community continuance usage intention

Ukpabi, Dandison, Karjaluoto, Heikki, Olaleye, Sunday and Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2018) Influence of offline activities and customer value creation on online travel community continuance usage intention. In: Pesonen, Juho and Neidhardt, Julia, (eds.) Information and Communication Technologies in Tourism. Springer, Cham, pp. 450-460. ISBN 978-3030059392 (doi:https://doi.org/10.1007/978-3-030-05940-8_35)

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Abstract

The purpose of this study is to empirically test a model that examines the roles of offline activities and customer value creation on tourists’ continuance use of online travel communities (OTCs). Hypotheses were tested through a sample of 251 respondents on Amazon Mechanical Turk (MTurk). SmartPLS structural equation modeling was used to test the structural model. Results indicated that offline activities significantly influence hedonic and social values, while this support was not found with functional value. Similarly, while offline activities positively influence continuance usage intention, no positive relationship was established between offline activities and recommendation intention. Additionally, the three dimensions of customer value creation positively influenced continuance usage intention. This study suggests that in planning offline activities, managers of OTCs must understand the dynamics of customer value creation in order to enhance social bonds among members and continuous usage of the OTC.

Item Type: Book Section
Additional Information: Proceedings of the International Conference in Nicosia, Cyprus, January 30-February 1, 2019.
Uncontrolled Keywords: offline activities, social presence, customer value creation, continuous usage intention
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 17 May 2019 17:53
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: GREAT 4
URI: http://gala.gre.ac.uk/id/eprint/22813

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