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Why do online tourists need sellers' ratings? Exploration of the factors affecting regretful tourist e-satisfaction


  • Tseng, Aihua


Due to increasing online sales of Asian tourism, discussion of the factors influencing Asian online tourist e-satisfaction is an issue of critical importance. The major purpose of the study was to enhance regretful (e.g. high tendency-to-regret) tourist e-satisfaction by providing post-purchase information (sellers' ratings) to reduce post-purchase cognitive dissonance in the high uncertainty avoidance context (e.g. Taiwan). Results obtained from 2 × 2 experimental designs indicated that, the influence of regretful personality on e-satisfaction was fully mediated via post-purchase cognitive dissonance. The effect of valid sellers' ratings on raising regretful tourist e-satisfaction was also confirmed. The current study focused on Taiwanese online tourists, it provided a precise explanation of the relationships among variables and may expand understanding of Asian online regretful tourist post-purchase behaviors in a high uncertainty avoidance context. The current study could provide practitioners with post-purchase e-marketing implications and applications in such a context.

Suggested Citation

  • Tseng, Aihua, 2017. "Why do online tourists need sellers' ratings? Exploration of the factors affecting regretful tourist e-satisfaction," Tourism Management, Elsevier, vol. 59(C), pages 413-424.
  • Handle: RePEc:eee:touman:v:59:y:2017:i:c:p:413-424
    DOI: 10.1016/j.tourman.2016.08.017

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    3. Andrzej Dudek & Daria Elżbieta Jaremen & Izabela Michalska-Dudek, 2020. "Socio-economic factors determining the ROPO trend in the travel industry," Tourism Economics, , vol. 26(6), pages 873-907, September.
    4. Kotiloglu, S. & Lappas, T. & Pelechrinis, K. & Repoussis, P.P., 2017. "Personalized multi-period tour recommendations," Tourism Management, Elsevier, vol. 62(C), pages 76-88.
    5. José Alberto Martínez-González & Carmen D. Álvarez-Albelo, 2021. "Influence of Site Personalization and First Impression on Young Consumers’ Loyalty to Tourism Websites," Sustainability, MDPI, Open Access Journal, vol. 13(3), pages 1-17, January.

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