What Factors Influence Customers’ Purchase Intentions in Travel-Related Social Commerce?

Jin Guo, Shan Shan, Yulei Li

Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review

Abstract

Social commerce significantly impacts the tourism and hospitality industry. Nonetheless, further empirical research investigating the factors that impact the purchase intentions of those who engage with travel-related social commerce. Combining the Uses and Gratification Theory (UGT) and TAM, the present study will investigate the relationships between purchases intentions and the following factors: perceived usefulness, perceived ease-of-use, entertainment, interaction and information seeking. During the research, four different models will be compared. The Ridge Model will be used to explain the effects of the aforementioned factors. The findings indicate that customers’ social commerce purchase intentions are positively impacted by all five factors.
Original languageEnglish
Title of host publicationProceedings of the 20th International Conference on Electronic Business
EditorsEldon Y. Li, Banjamin Yen
PublisherICEB
Pages456-467
Number of pages12
Volume2020-December
Publication statusPublished - 5 Dec 2020
EventThe 20th International Conference on Electronic Business - Pok Fu Lam, Hong Kong
Duration: 5 Dec 20208 Dec 2020

Publication series

NameProceedings of the International Conference on Electronic Business (ICEB)
ISSN (Print)1683-0040

Conference

ConferenceThe 20th International Conference on Electronic Business
Abbreviated titleICEB
Country/TerritoryHong Kong
CityPok Fu Lam
Period5/12/208/12/20

Bibliographical note

Publisher Copyright:
© 2020 International Consortium for Electronic Business. All rights reserved.

Keywords

  • Social media
  • uses and gratifications theory
  • social commerce
  • TAM
  • purchase intention

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