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

机译：社交媒体和线下影响对消费者行为的影响。低成本航空业分析

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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.
机译：这项研究分析了社交媒体以及离线环境对游客在线购买和低成本航空公司服务推荐行为的影响。这项研究基于合理行动理论（TRA），考虑了离线社会影响（人际和外部影响）的影响，并分析了在线消费者对消费者（C2C）信息交流，以此作为顾客对在线购买态度的驱动力。我们建议这些因素改善低成本环境中的在线回购意图和积极的口碑传播（WOM和e-WOM）。使用结构方程模型，对441名西班牙低成本航空公司的互联网购买者进行了样本测试。人际离线影响（例如，朋友，亲戚和家人）对在线回购意图和WOM产生重大影响，但不影响e-WOM。但是，外部线下因素（例如媒体和专家）只会影响消费者的意图，建议他们将来在社交网络旅行网站上购买低成本航空公司的服务，而不会影响在线回购意图或WOM。研究结果还表明，在线C2C信息交流会影响态度，进而对回购意向WOM和e-WOM产生重大影响。

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