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首页> 外文期刊>International Journal of Services Technology and Management >Interactivity, engagement, trust, purchase intention and word-of-mouth: a moderated mediation study
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Interactivity, engagement, trust, purchase intention and word-of-mouth: a moderated mediation study

机译：互动性，参与度，信任度，购买意愿和口碑：主持的调解研究

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摘要

This paper presents a model of influence of interactivity and engagement on hotel customers' purchase intention and word-of-mouth by simultaneously including trust as a mediator, analyses the direct and indirect effects among these constructs and examines the moderated mediation effect of brand loyalty. In the proposed model, purchase intention and word-of-mouth are indirectly affected by interactivity and engagement respectively in the hospitality industry, via the mediation of trust. Besides, the indirect effect of interactivity on purchase intention and engagement on word-of-mouth through trust will be stronger with higher brand loyalty than for those with lower brand loyalty. Empirical testing using a survey of 408 Taiwan consumers in hospitality and tourism confirms our hypothesised effects. Finally, managerial implications and limitations of our findings are discussed.
机译：本文通过同时包括信任作为中介者，提出了一种互动性和参与度对酒店顾客购买意愿和口碑的影响模型，分析了这些结构之间的直接和间接影响，并考察了品牌忠诚度的中介作用。在所提出的模型中，通过信任的中介，购买意愿和口碑分别受到酒店行业互动和参与的间接影响。此外，品牌忠诚度越高，互动对购买意愿和通过信任进行口碑互动的间接影响将比品牌忠诚度低的影响更大。通过对408位台湾酒店和旅游业消费者的调查进行的经验检验证实了我们的假设效果。最后，讨论了管理意义和我们发现的局限性。

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