Understanding Sustained Participation in Virtual Travel Communities from the Perspectives of Is Success Model and Flow Theory
journal contribution
posted on 2023-05-18, 08:20authored byLingling Gao, Xuesong Bai, Park, A
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 members’ 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.
History
Publication title
Journal of Hospitality and Tourism Research
Volume
41
Issue
4
Pagination
475-509
ISSN
1557-7554
Department/School
TSBE
Publisher
Sage Publications, Inc.
Place of publication
United States
Rights statement
Copyright 2014 International Council on Hobart, Restaurant and Institutional Education