Website interactivity and brand development of online travel agencies in China: The moderating role of age

Ben Haobin Ye, Albert A. Barreda, Fevzi Okumus and Khaldoon Nusair

Journal of Business Research, 2019, vol. 99, issue C, 382-389

Abstract: The purpose of this study was to propose a theory-driven model to understand the relationship among social website interactivity, brand experience, brand choice, price premium, and buying intention within the context of online travel agencies (OTAs) websites. The moderating role of consumer age was also investigated. Results suggested the inclusion of social website interactivity in the design of OTA websites enhanced branding elements, which influenced customers' willingness to pay the price premium and to return in the future. The strength of the relationships among these constructs varies across young consumers (aged between 18 and 25) and older consumers (aged above 25). Moreover, results suggested that social website interactivity influenced price premium and buying intentions through brand experience and brand choice. This study offers specific theoretical and practical implications.

Keywords: Website interactivity; Brand development; Consumer behavior; Moderating effects (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296317303648
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:99:y:2019:i:c:p:382-389

DOI: 10.1016/j.jbusres.2017.09.046

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().