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Understanding Sustained Participation in Virtual Travel Communities from the Perspectives of Is Success Model and Flow Theory


Gao, Lingling and Bai, X and Park, A, Understanding Sustained Participation in Virtual Travel Communities from the Perspectives of Is Success Model and Flow Theory, Journal of Hospitality and Tourism Research, 41, (4) pp. 475-509. ISSN 1557-7554 (2017) [Refereed Article]

Copyright Statement

Copyright 2014 International Council on Hobart, Restaurant and Institutional Education

DOI: doi:10.1177/1096348014563397


Virtual travel communities (VTCs) are now popular and influential venues for tourism information sharing. With the increasing number of VTCs and low switching cost, it is challenging to retain existing users and encourage their continued participation. Despite the importance of user retention to VTCs survival, little research attention has been devoted to understanding the membersí continued participation behavior. The purpose of this study is to test a new model of VTC beliefs, attitudes, and continuance behaviors, by integrating information system success model and flow theory. The model integrates measures proven in traditional consumer behavior theory, such as wordof- mouth and satisfaction, with behavioral measures unique to the virtual domain, such as stickiness. The results of a field survey of members of QYER, a Chinese VTC, indicate that system quality and information quality directly affect flow experience and member satisfaction, which ultimately determine site stickiness and word-of-mouth behavior. Furthermore, by modeling system quality and information quality as multifaceted constructs, the results reveal key quality concerns in VTCs. The findings will help academics as well as practitioners gain insights into member retention in VTCs.

Item Details

Item Type:Refereed Article
Keywords:Information systems, Innovation diffusion, Hybrid intelligent business systems,
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Culture and Society
Objective Group:Communication
Objective Field:Communication not elsewhere classified
UTAS Author:Gao, Lingling (Dr Lingling Gao)
UTAS Author:Bai, X (Dr Marcus Bai)
ID Code:99027
Year Published:2017 (online first 2014)
Web of Science® Times Cited:48
Deposited By:TSBE
Deposited On:2015-03-11
Last Modified:2018-03-16

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