Advertisements that Follow Users Online and Their Effect on Consumers’ Satisfaction and Expectation Confirmation: Evidence from the Tourism Industry

Jordi López-Sintas (), Giuseppe Lamberti () and Haitham Alghanayem
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Jordi López-Sintas: Universitat Autònoma de Barcelona
Giuseppe Lamberti: Universitat Autònoma de Barcelona
Haitham Alghanayem: Shaqra University

A chapter in State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM), 2023, pp 75-83 from Springer

Abstract: Abstract This chapter was designed to specifically explore the effect of post-purchase retargeting ads on consumers’ confirmation of expectation and satisfaction. Data from 402 respondents having prior experience with post purchase retargeting ads after purchasing an e-tourism service was collected. The structural equation modeling technique was applied to analyze the data using SmartPLS 3 software. Results revealed that confirmation has significant effect on satisfaction, satisfaction has significant effect on repurchase intentions, and post-purchase retargeting ads competitiveness has significant effect on confirmation and significant indirect effect on satisfaction.

Keywords: Retargeting; Satisfaction; Expectation’ confirmation; Repurchase intentions; ECT; PLS-SEM (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-34589-0_9

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DOI: 10.1007/978-3-031-34589-0_9

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