TY - JOUR
T1 - Website interactivity and brand development of online travel agencies in China
T2 - The moderating role of age
AU - Ye, Ben Haobin
AU - Barreda, Albert A.
AU - Okumus, Fevzi
AU - Nusair, Khaldoon
N1 - Publisher Copyright:
© 2017 Elsevier Inc.
PY - 2019/6
Y1 - 2019/6
N2 - The purpose of this study was to propose a theory-driven model to understand the relationship among social website interactivity, brand experience, brand choice, price premium, and buying intention within the context of online travel agencies (OTAs) websites. The moderating role of consumer age was also investigated. Results suggested the inclusion of social website interactivity in the design of OTA websites enhanced branding elements, which influenced customers' willingness to pay the price premium and to return in the future. The strength of the relationships among these constructs varies across young consumers (aged between 18 and 25) and older consumers (aged above 25). Moreover, results suggested that social website interactivity influenced price premium and buying intentions through brand experience and brand choice. This study offers specific theoretical and practical implications.
AB - The purpose of this study was to propose a theory-driven model to understand the relationship among social website interactivity, brand experience, brand choice, price premium, and buying intention within the context of online travel agencies (OTAs) websites. The moderating role of consumer age was also investigated. Results suggested the inclusion of social website interactivity in the design of OTA websites enhanced branding elements, which influenced customers' willingness to pay the price premium and to return in the future. The strength of the relationships among these constructs varies across young consumers (aged between 18 and 25) and older consumers (aged above 25). Moreover, results suggested that social website interactivity influenced price premium and buying intentions through brand experience and brand choice. This study offers specific theoretical and practical implications.
KW - Brand development
KW - Consumer behavior
KW - Moderating effects
KW - Website interactivity
UR - http://www.scopus.com/inward/record.url?scp=85030772989&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85030772989&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2017.09.046
DO - 10.1016/j.jbusres.2017.09.046
M3 - Article
AN - SCOPUS:85030772989
SN - 0148-2963
VL - 99
SP - 382
EP - 389
JO - Journal of Business Research
JF - Journal of Business Research
ER -
