 Why do online tourists need sellers' ratings? Exploration of the factors affecting regretful tourist e-satisfactionAihua Tseng Tourism Management, 2017, vol. 59, issue C, 413-424 Abstract: Due to increasing online sales of Asian tourism, discussion of the factors influencing Asian online tourist e-satisfaction is an issue of critical importance. The major purpose of the study was to enhance regretful (e.g. high tendency-to-regret) tourist e-satisfaction by providing post-purchase information (sellers' ratings) to reduce post-purchase cognitive dissonance in the high uncertainty avoidance context (e.g. Taiwan). Results obtained from 2 × 2 experimental designs indicated that, the influence of regretful personality on e-satisfaction was fully mediated via post-purchase cognitive dissonance. The effect of valid sellers' ratings on raising regretful tourist e-satisfaction was also confirmed. The current study focused on Taiwanese online tourists, it provided a precise explanation of the relationships among variables and may expand understanding of Asian online regretful tourist post-purchase behaviors in a high uncertainty avoidance context. The current study could provide practitioners with post-purchase e-marketing implications and applications in such a context. Keywords: Tourist; Seller rating; High uncertainty avoidance; Regret; Cognitive dissonance (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:59:y:2017:i:c:p:413-424 DOI: 10.1016/j.tourman.2016.08.017 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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