Journal
COMPUTERS IN HUMAN BEHAVIOR
Volume 60, Issue -, Pages 97-111Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2016.02.038
Keywords
Intention to participate; Online travel communities; Innovation diffusion theory; TAM; Trust; WOM
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The growing presence of online travel communities is leading to great developments in the travel industry. Grounded in the innovation diffusion theory (IDT) and the technology acceptance model (TAM), this paper seek to develop and empirically test a comprehensive framework to examine the antecedents of customers' intention to participate in online travel community. Using SEM to analyse the data collected from a sample of 495 members, the results indicate that innovation diffusion theory and TAM with trust provide an appropriate model for explaining consumers' intention to participate; this intention in turn has a positive influence on intention to purchase and positive WOM. Furthermore, religiosity plays an important role in understanding consumers' behavioural intention. The results offer important implications for online service provider and are likely to stimulate further research in the area of online travel community. (C) 2016 Elsevier Ltd. All rights reserved.
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