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首页> 外文期刊>Journal of Business Research >Website interactivity and brand development of online travel agencies in China: The moderating role of age
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Website interactivity and brand development of online travel agencies in China: The moderating role of age

机译：网站互动与中国在线旅行社的品牌发展：年龄的调节作用

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摘要

The purpose of this study was to propose a theory-driven model to understand the relationship among social website interactivity, brand experience, brand choice, price premium, and buying intention within the context of online travel agencies (OTAs) websites. The moderating role of consumer age was also investigated. Results suggested the inclusion of social website interactivity in the design of OTA websites enhanced branding elements, which influenced customers' willingness to pay the price premium and to return in the future. The strength of the relationships among these constructs varies across young consumers (aged between 18 and 25) and older consumers (aged above 25). Moreover, results suggested that social website interactivity influenced price premium and buying intentions through brand experience and brand choice. This study offers specific theoretical and practical implications.
机译：本研究的目的是提出理论驱动的模型，了解在线旅行社（OTAS）网站的背景下的社交网站互动，品牌经验，品牌选择，价格溢价和购买意图。还调查了消费者年龄的调节作用。结果表明，纳入OTA网站设计中的社交网站互动增强的品牌元素，影响了客户支付价格溢价的意愿，并在未来返回。这些建筑之间的关系的力量在年轻的消费者（18至25岁之间）和老年人（年龄在25岁）之间不同。此外，结果表明社交网站互动影响通过品牌经验和品牌选择来影响价格溢价并购买意图。本研究提供了具体的理论和实践意义。

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