Generation Y travelers' commitment to online social network websites

Khaldoon Khal Nusair; Anil Bilgihan; Fevzi Okumus; Cihan Cobanoglu

doi:10.1016/j.tourman.2012.05.005

Generation Y travelers' commitment to online social network websites

Khaldoon Khal Nusair, Anil Bilgihan, Fevzi Okumus, Cihan Cobanoglu

Marketing

Research output: Contribution to journal › Article

108 Citations (Scopus)

Abstract

This study aims to develop a theory-based model of relationship commitment in an online social network (OSN) context for Generation Y travelers. An online questionnaire was sent to a systematic random sample of 12,000 students at six U.S. universities. A total of 513 respondents participated in the study. Study results suggest that perceived utility and trust are positively related to both affective and calculative commitment. In terms of the relationship between perceived risk and commitment dimensions, the lower the risk associated with OSNs, the more likely customers are to continue the relationship. This study highlights the pivotal role of affective commitment in developing loyalty to travel-related OSNs.

Original language	English
Pages (from-to)	13-22
Number of pages	10
Journal	Tourism Management
Volume	35
DOIs	https://doi.org/10.1016/j.tourman.2012.05.005
Publication status	Published - Apr 2013

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Keywords

Generation Y
Loyalty
Online social network
Perceived risk
Perceived utility
Travel
Trust

ASJC Scopus subject areas

Development
Transportation
Tourism, Leisure and Hospitality Management
Strategy and Management

Cite this

Nusair, K. K., Bilgihan, A., Okumus, F., & Cobanoglu, C. (2013). Generation Y travelers' commitment to online social network websites. Tourism Management, 35, 13-22. https://doi.org/10.1016/j.tourman.2012.05.005

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Access to Document

10.1016/j.tourman.2012.05.005