Website Attributes' Influence on Customer Loyalty and Travel Service Purchase: A Case of Online Virtual Community

Proceedings of the 2020 The 6th International Conference on E-Business and Applications Pub Date : 2020-02-25 DOI:10.1145/3387263.3387290

L. Putit, Amirah Ahmad Suki, N. A. Ibrahim, Afiqah Mazlan, Nurul Afiif Abdul Manan, Nurul Amirah Mohd Nafiah

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引用次数: 2

Abstract

This study aims to investigate the relationship between website attributes, customer loyalty and online purchase behaviour. Specifically, it attempts to examine the influence of website attributes such as membership, influence and relatedness, needs' reinforcement, shared emotional connection as well as website presence's on customer loyalty and online travel purchase behaviour. The target respondents consist of online virtual communities interested to purchase travel related services. Using purposive sampling technique, a total of 350 respondents were surveyed via an online travel booking site. Only 202 usable questionnaires were received and further analysed using SPSS Version 23.0 and Smart PLS 3.0 statistical software. Findings revealed that website attributes of social emotional attachment and website presence had significantly influenced customer loyalty. Website presence proved to be the most significant predictive factor. Customer loyalty in turn, had a significant effect on travel purchase behaviour. Several implications were further elaborated.

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网站属性对顾客忠诚度和旅游服务购买的影响——以网络虚拟社区为例

本研究旨在探讨网站属性、顾客忠诚度与网上购买行为之间的关系。具体来说，它试图检验网站属性(如会员资格、影响力和相关性)、需求强化、共享情感联系以及网站存在对客户忠诚度和在线旅游购买行为的影响。目标受访者包括有兴趣购买旅游相关服务的在线虚拟社区。采用有目的的抽样技术，通过在线旅游预订网站对350名受访者进行了调查。仅收到202份可用问卷，并使用SPSS Version 23.0和Smart PLS 3.0统计软件进行进一步分析。研究发现，社交情感依恋的网站属性和网站存在对客户忠诚度有显著影响。网站存在被证明是最重要的预测因素。顾客忠诚度反过来对旅游购买行为有显著影响。进一步阐述了若干影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of the 2020 The 6th International Conference on E-Business and Applications

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