The Relationships among Perceived Value, Intention to Use Hashtags, eWOM, and Brand Loyalty of Air Travelers

Haeok Liz Kim and Sunghyup Sean Hyun
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Haeok Liz Kim: School of Tourism, Hanyang University, Seoul 04763, Korea
Sunghyup Sean Hyun: School of Tourism, Hanyang University, Seoul 04763, Korea

Sustainability, 2019, vol. 11, issue 22, 1-12

Abstract: This study analyzed the relationships between utilitarian value, hedonic value, intention to use an airline’s social networking service (SNS) hashtag, electronic word of mouth (eWOM), and brand loyalty. A research survey consisting of 220 samples was conducted with respondents who had experience using airline SNS hashtags. Finally, 204 answers were analyzed after excluding 16 unreliable answers. The results show that utilitarian value significantly influenced the intention to use hashtags, while hedonic value, intention to use, and eWOM had no significant effect on brand loyalty. Moreover, the correlation between utilitarian value and intention to use indicated that hashtags had a meaningful impact. However, hedonic value, intention to use, and eWOM were relatively inconsequential. This research ascertained behavioral intention based on previous studies of the theory of perceived value (utilitarian value and hedonic value) and the relationships between each variable. In addition, by analyzing the behavioral intention of customers from an airline perspective, it contributes to a more effective marketing strategy based on social curation. Thus, this research facilitates practical applications by finding a method to improve airline customers’ SNS activity and involving the brand loyalty of its customers.

Keywords: perceived value; utilitarian value; hedonic value; intention to use; hashtags; electronic word of mouth (eWOM); brand loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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