Abstract
Abstract This study proposes and tests a theory-driven model of online travel community (OTC) commitment, its determinants and outcomes. Additionally, this study also tests the moderating role of advertising towards the impact of OTC commitment on products/services-related behavioral intentions. Using an online survey platform, data were collected from 569 respondents in China. Then, data were subjected to PLS-SEM and findings reveal that OTC members’ commitment is determined by personal influences, social influences, and OTC characteristics, which further shape their behavioral intentions. Theoretical and practical implications of these findings are discussed in the end.
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