The Moderating Effect of Online Community Affiliation and Information Value on Satisfaction With Online Travel Communities in China

Xueyan Yang, Xiaoni Zhang and Kevin P. Gallagher

Journal of Global Information Technology Management, 2016, vol. 19, issue 3, 190-208

Abstract: As online travel bookings have grown, virtual travel communities have increasingly served as a marketing tool for companies. This study examines antecedents and moderators that affect satisfaction within a virtual travel community. As prior literature shows, satisfaction is important in that it can lead to greater profit generation. Although prior studies have examined factors related to satisfaction, there is a paucity of research incorporating moderators in the prediction of satisfaction in virtual communities. Based on prior research and well-established theories and measures, such as Social Capital Theory, we developed a moderated satisfaction model. We collected data from one of the largest online travel communities in China (China Internet Watch, 2013), and empirically tested hypotheses with a sample of 496 respondents. The results show that entertainment, social interaction ties, and reciprocity are significant predictors of satisfaction. Furthermore, online community affiliation moderates the relationship between interactivity and satisfaction, and the relationship between reciprocity and satisfaction. In addition, information value moderates the relationship between interactivity and satisfaction.

Date: 2016
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DOI: 10.1080/1097198X.2016.1217136

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