The Influence of Advertising and E-WOM on Intention to Purchase Bundled Travel Product Through Travel Websites: The Moderating Effect of Website Brand Awareness and Bundled Travel Product Involvement

DOI

10.2991/aebmr.k.201211.101How to use a DOI?

Keywords

Advertising, electronic word of mouth, brand awareness, bundled travel product involvement, purchase intention

Abstract

With the rapid development of the world economy, the popularization of e-commerce and tourism, and the booming of the travel website market, many researchers are interested in emerging websites, and have conducted multiple studies in the areas of attribute selection, trust formation, relationship quality, and services. However, research on tourism website promotion strategies is very rare. Therefore, the purpose of this study is to investigate the impact of advertising and e-WOM on consumers’ intention to purchase bundled travel product via travel websites. This study explores the impact of advertising and e-WOM on consumers’ purchase intention, as well as the impact of brand awareness and bundled travel product involvement on consumer purchase intention. The data were collected from consumer questionnaires and was analyzed by using SPSS 23.0 for Frequency Analysis, Reliability Analysis, Exploratory Factor Analysis, Multiple Regression Analysis, and Hierarchical Analysis. The results indicate that advertising and e-WOM have a significant impact on the purchase intention of bundled travel product. Secondly, the website brand awareness has a significant moderating effect. Finally, the relationship between advertising and e-WOM is less pronounced when bundled travel product involvement is high. Considering the nature of travel product, it can be shown that the degree of involvement has no moderating effect on the purchase intention of bundledtravel product.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiatong Wu
AU  - Jun Zhang
AU  - Yazhi Mo
AU  - Yang Xu
PY  - 2020
DA  - 2020/12/14
TI  - The Influence of Advertising and E-WOM on Intention to Purchase Bundled Travel Product Through Travel Websites: The Moderating Effect of Website Brand Awareness and Bundled Travel Product Involvement
BT  - Proceedings of the Fifth International Conference on Economic and Business Management (FEBM 2020)
PB  - Atlantis Press
SP  - 588
EP  - 592
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201211.101
DO  - 10.2991/aebmr.k.201211.101
ID  - Wu2020
ER  -