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The Impact of Social Media on User's Travel Purchase Intention

Authors:
Stavros Kaperonis

Keywords: Social media; costumer attidude; purchase intention; credibility; enjoyment; information; perceived value; SEM.

Abstract:
Social media influences the tourist industry. This conceptual model research investigates the impact of Social Media (SM) on user's travel purchase intention and attitude. Data were collected from SM users in order to measure if there is a relationship between specific factors of SM and user attitude on travel purchase intention through Structural Equation Modeling (SEM). The main purpose of the research is to find out if there is a positive relationship among the following SM factors and travel purchase intention. That is, source credibility and user attitude, information reliability and user attitude, user enjoyment while searching for travel information, perceived value in travel services information and user attitude. This study presents a theoretical conceptual model based on the theory of credibility, information, enjoyment, and perceived value in SM and the potential connection of those factors to the customer attitude and purchase intention in travel services.

Pages: 50 to 54

Copyright: Copyright (c) IARIA, 2018

Publication date: November 18, 2018

Published in: conference

ISSN: 2308-4464

ISBN: 978-1-61208-681-1

Location: Athens, Greece

Dates: from November 18, 2018 to November 22, 2018