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The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry

Author

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  • Enrique Bigne
  • Luisa Andreu
  • Blanca Hernandez
  • Carla Ruiz

Abstract

This study analyses the impact of social media as well as offline environments upon tourist online purchase and recommendation behaviour of low-cost airline services. Drawing on the Theory of Reasoned Action (TRA), this research considers the effect of offline social influences (interpersonal and external influences) and analyses online Consumer-to-Consumer (C2C) information exchanges as a driver of customer attitude towards online purchases. We propose that these factors improve online repurchase intentions and positive word-of-mouth communication (WOM and e-WOM) in low-cost settings. Using structural equation modelling, the conceptual model is tested with a sample of 441 Spanish Internet buyers of low-cost airline services. Interpersonal offline influences (e.g. friends, relatives, and family) have a significant effect on online repurchase intentions and WOM but do not affect e-WOM. External offline influences (e.g. media and experts), however, only affect consumer intentions to recommend future purchases of low-cost airline services on social networking travel sites and have no effect on online repurchase intentions or WOM. Findings also show that online C2C information exchanges influence attitude which, in turn, has a significant effect on repurchase intentions WOM and e-WOM.

Suggested Citation

  • Enrique Bigne & Luisa Andreu & Blanca Hernandez & Carla Ruiz, 2018. "The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(9), pages 1014-1032, June.
    • Handle: RePEc:taf:rcitxx:v:21:y:2018:i:9:p:1014-1032
    DOI: 10.1080/13683500.2015.1126236
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    Cited by:

    1. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
    2. Qing Ye & Hong Wu, 2023. "Offline to online: The impacts of offline visit experience on online behaviors and service in an Internet hospital," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.

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