Exploring the Relationship between Perceived Big Data Advantages and Online Consumers’ Behavior: An Extended Hierarchy of Effects Model

Jean-Luc Pradel Mathurin Augustin and Shu-Yi Liaw

International Business Research, 2020, vol. 13, issue 6, 73

Abstract: This study intends to extend the hierarchy of effects model into the reality of the tourism industry after incorporation of information and communication technologies. Data analyses were conducted on 260 online questionnaires. The findings indicated consumer behavior follows a three-layer model- Attention-Intention/Desire-Action/Sharing-Social Awareness. Among big data advantages, recommendation system, information search and improved customer service are important to Attention-Intention; information search, dynamic pricing are important to Desire-Action with customer service (lower significance level); only customer service is important to Sharing-Social awareness. This model allows understanding of consumers’ behavior in online tourism as tourists are often sharing their experiences and raise awareness on service quality from e-vendors. Organizations might use big data to guarantee customers’ satisfaction and attract positive feedback particularly from the third layer of behavior.

Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ibr/article/download/0/0/42793/44786 (application/pdf)
http://www.ccsenet.org/journal/index.php/ibr/article/view/0/42793 (text/html)

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:ibn:ibrjnl:v:13:y:2020:i:6:p:73

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().