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Generation Y travelers’ commitment to online social network websites

Author

Listed:
  • Nusair, Khaldoon “Khal”
  • Bilgihan, Anil
  • Okumus, Fevzi
  • Cobanoglu, Cihan

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.

Suggested Citation

  • Nusair, Khaldoon “Khal” & Bilgihan, Anil & Okumus, Fevzi & Cobanoglu, Cihan, 2013. "Generation Y travelers’ commitment to online social network websites," Tourism Management, Elsevier, vol. 35(C), pages 13-22.
    • Handle: RePEc:eee:touman:v:35:y:2013:i:c:p:13-22
    DOI: 10.1016/j.tourman.2012.05.005
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    References listed on IDEAS

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    Cited by:

    1. Escobar-Rodríguez, Tomás & Carvajal-Trujillo, Elena, 2013. "Online drivers of consumer purchase of website airline tickets," Journal of Air Transport Management, Elsevier, vol. 32(C), pages 58-64.
    2. Purani, Keyoor & Kumar, Deepak S. & Sahadev, Sunil, 2019. "e-Loyalty among millennials: Personal characteristics and social influences," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 215-223.
    3. Hur, Kyungsuk & Kim, Taegoo Terry & Karatepe, Osman M. & Lee, Gyehee, 2017. "An exploration of the factors influencing social media continuance usage and information sharing intentions among Korean travellers," Tourism Management, Elsevier, vol. 63(C), pages 170-178.
    4. Bilgihan, Anil & Barreda, Albert & Okumus, Fevzi & Nusair, Khaldoon, 2016. "Consumer perception of knowledge-sharing in travel-related Online Social Networks," Tourism Management, Elsevier, vol. 52(C), pages 287-296.
    5. Molinillo, Sebastian & Liébana-Cabanillas, Francisco & Anaya-Sánchez, Rafael & Buhalis, Dimitrios, 2018. "DMO online platforms: Image and intention to visit," Tourism Management, Elsevier, vol. 65(C), pages 116-130.
    6. Shirish, Anuragini & Boughzala, Imed & Srivastava, Shirish C., 2016. "Adaptive use of social networking applications in contemporary organizations: Examining the motivations of Gen Y cohorts," International Journal of Information Management, Elsevier, vol. 36(6), pages 1111-1123.
    7. Augusto, Mário & Godinho, Pedro & Torres, Pedro, 2019. "Building customers’ resilience to negative information in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 235-248.

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