Engaging customers with hospitality brands in social commerce activities
Journal of Hospitality and Tourism Technology
Article publication date: 16 September 2020
Issue publication date: 5 December 2020
Social commerce is relatively a nascent notion that highlights the transactions of e-commerce facilitated through social media. This study aims to investigate the motivational factors driving customer brand engagement in social commerce activities within the hospitality sectors.
Guided by self-determination theory, this research examined both intrinsic and extrinsic motivation factors by surveying 588 hospitality customers in a structured questionnaire.
The results showed that intrinsically customers were motivated by knowledge, accomplishment and stimulation; while extrinsically customers were motivated by external and introjected regulation to affect their cognitive, affectional and behavioral engagement with hospitality brands through social commerce activities.
Given the emerging trends in customer brand engagement practices within the context of social commerce, this study investigates an understudied phenomenon and its relational drivers, which reveals its theoretical significance.
本研究以自决理论（SDT）为理论基础, 通过以结构问卷的形式, 调研588名酒店顾客, 来检测顾客参与的内因和外因各种因素。
由于社交电商的顾客参与行为是行业中的新兴趋势, 因此本论文研究了一个在学术上研究不足的领域以及其驱动力因素, 从而证实了本研究的理论价值。
Zhang, T., Jahromi, M.F., Hua, N. and Lu, L. (2020), "Engaging customers with hospitality brands in social commerce activities", Journal of Hospitality and Tourism Technology, Vol. 11 No. 4, pp. 627-642. https://doi.org/10.1108/JHTT-04-2019-0056
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