Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model

Lin-Lin Xue (), Ching-Cheng Shen, Alastair M. Morrison and Li-Wen Kuo
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Ching-Cheng Shen: Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812301, Taiwan
Alastair M. Morrison: Department of Marketing, Events and Tourism, Business School, University of Greenwich, London SE109SL, UK
Li-Wen Kuo: Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812301, Taiwan

Sustainability, 2021, vol. 13, issue 5, 1-19

Abstract: This study was intended to investigate the online behavior of Taiwan’s Net Generation (born between 1977 and 1997) based on Dentsu’s AISAS (Attention-Interest-Search-Action-Share) model. A conceptual framework and several hypotheses were developed and tested. A questionnaire survey was conducted in Taiwan in 2018 with 338 valid responses being received. The data were analyzed through linear regression analysis with learning and growth set as the dependent variable. Information search was the key action variable and especially during travel. Attention and interest had significant indirect influences on actions, which impacted sharing, learning, and growth. Learning and growth and action increased sharing. Post-travel sharing stimulated attention and was a catalyst for another cycle of AISAS. This research intended to fill a gap in the literature by examining the relationships among stages in the online purchase and consumption of travel products and services.

Keywords: Net Generation; learning and growth; AISAS model; Engel-Kollat-Blackwell (EKB) consumer decision model; information search before travel; information search during travel; sharing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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