Website interactivity and brand development of online travel agencies in China

The moderating role of age

Ben Haobin Ye, Albert A. Barreda, Fevzi Okumus, Khaldoon Nusair

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

The purpose of this study was to propose a theory-driven model to understand the relationship among social website interactivity, brand experience, brand choice, price premium, and buying intention within the context of online travel agencies (OTAs) websites. The moderating role of consumer age was also investigated. Results suggested the inclusion of social website interactivity in the design of OTA websites enhanced branding elements, which influenced customers' willingness to pay the price premium and to return in the future. The strength of the relationships among these constructs varies across young consumers (aged between 18 and 25) and older consumers (aged above 25). Moreover, results suggested that social website interactivity influenced price premium and buying intentions through brand experience and brand choice. This study offers specific theoretical and practical implications.

Original languageEnglish
JournalJournal of Business Research
DOIs
Publication statusAccepted/In press - 2017

Fingerprint

Online travel agencies
China
Interactivity
Web sites
Price premium
Brand choice
Brand experience
Older consumers
Branding
Social relationships
Young consumers
Inclusion
Willingness-to-pay

Keywords

  • Brand development
  • Consumer behavior
  • Moderating effects
  • Website interactivity

ASJC Scopus subject areas

  • Marketing

Cite this

Website interactivity and brand development of online travel agencies in China : The moderating role of age. / Ye, Ben Haobin; Barreda, Albert A.; Okumus, Fevzi; Nusair, Khaldoon.

In: Journal of Business Research, 2017.

Research output: Contribution to journalArticle

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