Recommendations from a virtual community as a catalytic agent of travel decisions

Abstract

Purpose -The research goal of this study was to determine how flow experience and perceived behavioral control (PBC) affect participation behavior in the backpackers' forum. Design/methodology/approach -Subjects were self-selected by placing messages on over five recommendations members in the backpackers' forum. In total, 2,000 invitation messages were mailed to members of the Taiwanese backpackers' forum, of which 435 were returned completed (a return rate of 21.75 percent). Findings -As our analysis, flow experience in a virtual community is positively associated with the behavioral intentions to use the virtual community. Perceived enjoyment in a virtual community is positively associated with the behavioral intentions to use the virtual community, and behavioral intentions to visit a virtual community are positively associated with the member's actual participation in a virtual community. Research limitations/implications -While this study has produced meaningful data for the development of multidimensional measures of factors that influence participation behavior in the Taiwanese backpackers' forum, the validity of an instrument cannot be firmly established on the basis of a single study. All of the data used for tests were collected only from a single backpackers' forum.Practical implications -Our study shows that travel agencies must become technologically astute to keep up with its customers, should be viewing the internet as a vital distribution channel for marketing, and should be linked to other well-known reservation web sites. Social implications -The backpacker community served as a reference group that could significantly influence travelers' beliefs, attitudes, and choices. Originality/value -In the present study we found that a basic understanding of the essence of the backpacker community is a prerequisite for any organization operating a travel-oriented community if they are to be clear about their mission, purpose, and the right direction to take to achieve their goal. That goal will increase the commitment of the members to a virtual community by increasing their helping behavior and active participation.

Generating brand awareness in Online Social Networks

“…However, studies investigating individuals' knowledge of a brand's existence through the influence of VI have not been clearly examined (Jakeli & Tchumburidze, 2012), particularly in the travel context (Ku, 2011). For Duncan and Moriarty (1998), VI refers to the procedure that connects an individual to the brand.…”

Online shopping environments in fashion shopping: An S-O-R based review

“…Kim, Kim & Lennon, 2006;Koo & Ju, 2010). Research on social factors of the online environment, albeit scant, is growing in the form of social network sites and virtual community research (Flavián & Guinalíu, 2005;Ku, 2011). Other online environmental stimuli mainly include product presentation (visual and verbal) factors (M. Kim & Lennon, 2008), layout and functionality (Goode & Harris, 2007) and links and menus on the website (Koo & Ju, 2010).…”

The study of the antecedents of knowledge sharing behavior

“…Participation was a kernel idea and activity in the virtual communities (Ku, 2011). Pai and Tsai (2011) defined virtual community participation as the level of active member participation in community activities and member interactions.…”