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

^*Corresponding author for this work

Marketing

Research output: Contribution to journal › Article › peer-review

123 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

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

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title = "Generation Y travelers' commitment to online social network websites",

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.",

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author = "Nusair, {Khaldoon Khal} and Anil Bilgihan and Fevzi Okumus and Cihan Cobanoglu",

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T1 - Generation Y travelers' commitment to online social network websites

AU - Nusair, Khaldoon Khal

AU - Bilgihan, Anil

AU - Okumus, Fevzi

AU - Cobanoglu, Cihan

PY - 2013/4

Y1 - 2013/4

N2 - 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.

AB - 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.

KW - Generation Y

KW - Loyalty

KW - Online social network

KW - Perceived risk

KW - Perceived utility

KW - Travel

KW - Trust

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DO - 10.1016/j.tourman.2012.05.005

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EP - 22

JO - Tourism Management

JF - Tourism Management

SN - 0261-5177

ER -

Generation Y travelers' commitment to online social network websites

Abstract

Keywords

ASJC Scopus subject areas

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