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Older Travelers’ E-Loyalty: The Roles of Service Convenience and Social Presence in Travel Websites

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  • Yahua Bi

    (Department of Tourism and Convention, Pusan National University, Busan 46241, Korea)

  • Insin Kim

    (Department of Tourism and Convention, Pusan National University, Busan 46241, Korea)

Abstract

The research aims to examine what service convenience factors drive customer satisfaction in travel websites from the perspective of older travelers, and if older travelers’ satisfaction enhances e-loyalty. Additionally, drawing on socioemotional selectivity theory, this study argues that the social presence in travel websites plays a significant moderating role in increasing older travelers’ satisfaction. To empirically verify the conceptual model, an online survey was conducted targeting older travelers aged over 50 in the USA who have purchased products via travel websites. The data from 308 older travelers were analyzed, and the results revealed four dimensions of service convenience positively influence satisfaction. Unexpectedly, access convenience and transaction convenience do not influence older travelers’ satisfaction. The older travelers’ satisfaction with travel websites has a positive impact on e-loyalty. Additionally, social presence amplifies the effect of post-purchase convenience on satisfaction. The current research makes a significant contribution to understanding older travelers’ perceptions and behaviors for using e-commerce service in the field of tourism and provides practitioners with effective ways to attract older travelers for sustainable management of travel websites.

Suggested Citation

  • Yahua Bi & Insin Kim, 2020. "Older Travelers’ E-Loyalty: The Roles of Service Convenience and Social Presence in Travel Websites," Sustainability, MDPI, vol. 12(1), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:1:p:410-:d:305238
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    References listed on IDEAS

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    Cited by:

    1. Carmen Adina Paștiu & Ionica Oncioiu & Daniel Adrian Gârdan & Silvia Ștefania Maican & Iuliana Petronela Gârdan & Andreea Cipriana Muntean, 2020. "The Perspective of E-Business Sustainability and Website Accessibility of Online Stores," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    2. Soojung Kim & Yahua Bi & Insin Kim, 2021. "Travel Website Atmospheres Inducing Older Travelers’ Familiarity: The Moderating Role of Cognitive Age," IJERPH, MDPI, vol. 18(9), pages 1-17, April.
    3. Shan Sun & Younghwan Pan, 2023. "Effects of Service Quality and Service Convenience on Customer Satisfaction and Loyalty in Self-Service Fitness Centers: Differences between Staffed and Unstaffed Services," Sustainability, MDPI, vol. 15(19), pages 1-28, September.
    4. 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, vol. 13(3), pages 1-17, January.

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