Original paper
Website interactivity and brand development of online travel agencies in China: The moderating role of age
Abstract
The purpose of this study was to propose a theory-driven model to understand the relationship among social website interactivity, brand experience, brand choice, price premium, and buying intention within the context of online travel agencies (OTAs) websites. The moderating role of consumer age was also investigated. Results suggested the inclusion of social website interactivity in the design of OTA websites enhanced branding elements, which...
Paper Details
Title
Website interactivity and brand development of online travel agencies in China: The moderating role of age
Published Date
Jun 1, 2019
Journal
Volume
99
Pages
382 - 389
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Notes
History