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Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention

  • Dandison UkpabiEmail author
  • Heikki Karjaluoto
  • Sunday Olaleye
  • Emmanuel Mogaji
Conference paper

Abstract

The purpose of this study is to empirically test a model that examines the roles of offline activities and customer value creation on tourists’ continuance use of online travel communities (OTCs). Hypotheses were tested through a sample of 251 respondents on Amazon Mechanical Turk (MTurk). SmartPLS structural equation modelling was used to test the structural model. Results indicated that offline activities significantly influence hedonic and social values, while this support was not found with functional value. Similarly, while offline activities positively influence continuance usage intention, no positive relationship was established between offline activities and recommendation intention. Additionally, the three dimensions of customer value creation positively influenced continuance usage intention. This study suggests that in planning offline activities, managers of OTCs must understand the dynamics of customer value creation in order to enhance social bonds among members and continuous usage of the OTC.

Keywords

Offline activities Social presence Customer value creation Continuous usage intention 

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Dandison Ukpabi
    • 1
    Email author
  • Heikki Karjaluoto
    • 1
  • Sunday Olaleye
    • 2
  • Emmanuel Mogaji
    • 3
  1. 1.University of JyväskyläJyväskyläFinland
  2. 2.University of OuluOuluFinland
  3. 3.University of GreenwichGreenwichUK

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