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The role of customers’ motivations in the relationships between e-stimuli and behavioral intention on a bed and breakfast website

Myunghee Mindy Jeon (Department of Management, Bertolon School of Business, Salem State University, Salem, Massachusetts, USA)
Miyoung Jeong (School of Hotel, Restaurant and Tourism Management, University of South Carolina, Columbia, South Carolina, USA and International Scholar, Universidad de La Sabana, Chia, Colombia)
Seonjeong Ally Lee (College of Education, Health and Human Services, Kent State University, Kent, Ohio, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

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.

Practical implications

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.


本论文检验了网络刺激与消费者行为意向之间的关联, 并且指出具体消费者享乐主义动机和功利主义动机在网络刺激对民宿网站的整体感受之间的调节作用。


本论文采用SEM对提出的假设进行验证, 并且采用两组对比分析针对刺激源和整体感受之间的调节作用


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.



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