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The Moderating Effect of Online Community Affiliation and Information Value on Satisfaction With Online Travel Communities in China

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  • Xueyan Yang
  • Xiaoni Zhang
  • Kevin P. Gallagher

Abstract

As online travel bookings have grown, virtual travel communities have increasingly served as a marketing tool for companies. This study examines antecedents and moderators that affect satisfaction within a virtual travel community. As prior literature shows, satisfaction is important in that it can lead to greater profit generation. Although prior studies have examined factors related to satisfaction, there is a paucity of research incorporating moderators in the prediction of satisfaction in virtual communities. Based on prior research and well-established theories and measures, such as Social Capital Theory, we developed a moderated satisfaction model. We collected data from one of the largest online travel communities in China (China Internet Watch, 2013), and empirically tested hypotheses with a sample of 496 respondents. The results show that entertainment, social interaction ties, and reciprocity are significant predictors of satisfaction. Furthermore, online community affiliation moderates the relationship between interactivity and satisfaction, and the relationship between reciprocity and satisfaction. In addition, information value moderates the relationship between interactivity and satisfaction.

Suggested Citation

  • Xueyan Yang & Xiaoni Zhang & Kevin P. Gallagher, 2016. "The Moderating Effect of Online Community Affiliation and Information Value on Satisfaction With Online Travel Communities in China," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 19(3), pages 190-208, July.
    • Handle: RePEc:taf:ugitxx:v:19:y:2016:i:3:p:190-208
    DOI: 10.1080/1097198X.2016.1217136
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    Cited by:

    1. Simplice A. Asongu & Jacinta C. Nwachukwu & Aqsa Aziz, 2018. "Determinants of Mobile Phone Penetration: Panel Threshold Evidence from Sub-Saharan Africa," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 21(2), pages 81-110, April.
    2. Xie, Xuemei & Wang, Lijun & Zhang, Tao, 2023. "Involving online community customers in product innovation: The double-edged sword effect," Technovation, Elsevier, vol. 123(C).
    3. Jingfang Liu & Yafei Liu, 2021. "Motivation Research on the Content Creation Behaviour of Young Adults in Anxiety Disorder Online Communities," IJERPH, MDPI, vol. 18(17), pages 1-17, August.

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