Customer value framework and recommendation intention : the moderating role of customer characteristics in an online travel community
Ukpabi, Dandison; Karjaluoto, Heikki; Olaleye, Sunday; Mogaji, Emmanuel (2019-12-19)
Ukpabi D.C., Karjaluoto H., Olaleye S., Mogaji E. (2020) Customer Value Framework and Recommendation Intention: The Moderating Role of Customer Characteristics in an Online Travel Community. In: Neidhardt J., Wörndl W. (eds) Information and Communication Technologies in Tourism 2020. Springer, Cham. https://doi.org/10.1007/978-3-030-36737-4_4
© Springer Nature Switzerland AG 2020. This is a post-peer-review, pre-copyedit version of an article published in Information and Communication Technologies in Tourism 2020. The final authenticated version is available online at: https://doi.org/10.1007/978-3-030-36737-4_4.
https://rightsstatements.org/vocab/InC/1.0/
https://urn.fi/URN:NBN:fi-fe202001162362
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Abstract
The aim of this study was to develop and test a model that examined the interactions among the customer value framework, recommendation intention and customer characteristics in an online travel community (OTC). Data were obtained using Amazon Mechanical Turk from 251 members of an OTC as a sample. The partial least squares method was used to analyse the data. We found that all the variables of the customer value framework, including functional value, hedonic value and social value, were positively related to recommendation intention. In addition, using multi-group analyses, the study found differences between how different customer segments perceive each of the value dimensions and their effect on recommendation intention. Theoretical and managerial implications are offered.
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