Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust

Gomaa Agag, Ahmed El-Masry

Research output: Contribution to journalArticle

77 Citations (Scopus)

Abstract

The growing presence of online travel communities is leading to great developments in the travel industry. Grounded in the innovation diffusion theory (IDT) and the technology acceptance model (TAM), this paper seek to develop and empirically test a comprehensive framework to examine the antecedents of customers' intention to participate in online travel community. Using SEM to analyse the data collected from a sample of 495 members, the results indicate that innovation diffusion theory and TAM with trust provide an appropriate model for explaining consumers' intention to participate; this intention in turn has a positive influence on intention to purchase and positive WOM. Furthermore, religiosity plays an important role in understanding consumers' behavioural intention. The results offer important implications for online service provider and are likely to stimulate further research in the area of online travel community.

Original languageEnglish
Pages (from-to)97-111
Number of pages15
JournalComputers in Human Behavior
Volume60
Early online date23 Feb 2016
DOIs
Publication statusPublished - Jul 2016
Externally publishedYes

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Diffusion of Innovation
Innovation
Technology
Scanning electron microscopy
Industry
Intentions
Acceptance
Research

Cite this

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title = "Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust",
abstract = "The growing presence of online travel communities is leading to great developments in the travel industry. Grounded in the innovation diffusion theory (IDT) and the technology acceptance model (TAM), this paper seek to develop and empirically test a comprehensive framework to examine the antecedents of customers' intention to participate in online travel community. Using SEM to analyse the data collected from a sample of 495 members, the results indicate that innovation diffusion theory and TAM with trust provide an appropriate model for explaining consumers' intention to participate; this intention in turn has a positive influence on intention to purchase and positive WOM. Furthermore, religiosity plays an important role in understanding consumers' behavioural intention. The results offer important implications for online service provider and are likely to stimulate further research in the area of online travel community.",
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AB - The growing presence of online travel communities is leading to great developments in the travel industry. Grounded in the innovation diffusion theory (IDT) and the technology acceptance model (TAM), this paper seek to develop and empirically test a comprehensive framework to examine the antecedents of customers' intention to participate in online travel community. Using SEM to analyse the data collected from a sample of 495 members, the results indicate that innovation diffusion theory and TAM with trust provide an appropriate model for explaining consumers' intention to participate; this intention in turn has a positive influence on intention to purchase and positive WOM. Furthermore, religiosity plays an important role in understanding consumers' behavioural intention. The results offer important implications for online service provider and are likely to stimulate further research in the area of online travel community.

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