The role of customers’ motivations in the relationships between e-stimuli and behavioral intention on a bed and breakfast website
Journal of Hospitality and Tourism Technology
Article publication date: 8 December 2020
Issue publication date: 8 April 2021
This study examined relationships among e-stimuli and customers’ behavioral intentions and identified whether customers’ hedonic or utilitarian orientation moderation effects of e-stimuli on a bed and breakfast (B&B) website’s flow experience.
The proposed hypotheses were tested by using structural equation modeling. Two group comparisons were conducted to test moderating effects in the relationships between stimuli and flow experience.
This study determined e-stimuli affected customers’ flow experiences and causal relationships among emotions, satisfaction and behavioral intentions. It also found moderating effects of hedonic/utilitarian motivation.
Findings from this study could help B&B operators develop online marketing strategies.
This study developed a framework of e-stimuli in a B&B website setting to address customers’ psychological behaviors to understand the practical needs of the B&B industry and customers’ expectations.
研究结果确定了网络刺激对消费者整体感受的作用力, 以及情感、满意度、与行为意向之间的因果关系。此外, 研究结果还发现享乐/功利动机的调节作用。
本论文开发一个民宿网站的网络刺激模型, 来解决消费者的心理行为, 以了解民宿产业的实际需求和消费者期望。
Jeon, M.M., Jeong, M. and Lee, S.A. (2021), "The role of customers’ motivations in the relationships between e-stimuli and behavioral intention on a bed and breakfast website", Journal of Hospitality and Tourism Technology, Vol. 12 No. 1, pp. 124-140. https://doi.org/10.1108/JHTT-07-2018-0062
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