An empirical study on factors affectingloyalty to the travel web-site
| Autor: | Jui-Fen Hsu, 徐瑞芬 |
|---|---|
| Rok vydání: | 2002 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 90 In recent years, the travel firms on Internet develop so quickly that many competitors enter the travel market. In order to attract and maintain customers, we have to know factors about what they care. We attribute these factors to the explicit cost and the implicit cost of goods, and the experiences of other people. However, many papers often study the loyalty of the websites with the conscious risks, characters of goods and website. And they choose websites that sold physical products as their objects of research. We study the loyalty of the travel websites and Word-Of-Mouth Communication (WOM) on the basis of total cost. This study chooses “the user of the travel websites” as our object of research. After analyzing 275 samples, the results show that： 1. The lower explicit cost have a positive effect on stickiness and repurchase of customer on the website. 2. The lower cost of information search have a positive effect on stickiness and repurchase of customer on the website. 3. The lower cost of moral hazard have a negative effect on repurchase of customer on the website. 4. WOM will reduce the explicit cost, the cost of information search and moral hazard. 5. If we want to maintain stickiness of website, WOM will raise cost of asset specific investment. However, if we want keep repurchase of website, WOM won’t increase the cost of asset specific investment. According to the model and the result of the empirical study, we provide managers with many insights. In the long run we also provide some suggestions about the study and the restriction of the study. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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