Abstract
This study was intended to investigate the online behavior of Taiwan’s Net Generation (born between 1977 and 1997) based on Dentsu’s AISAS (Attention-Interest-Search-Action-Share) model. A conceptual framework and several hypotheses were developed and tested. A questionnaire survey was conducted in Taiwan in 2018 with 338 valid responses being received. The data were analyzed through linear regression analysis with learning and growth set as the dependent variable. Information search was the key action variable and especially during travel. Attention and interest had significant indirect influences on actions, which impacted sharing, learning, and growth. Learning and growth and action increased sharing. Post-travel sharing stimulated attention and was a catalyst for another cycle of AISAS. This research intended to fill a gap in the literature by examining the relationships among stages in the online purchase and consumption of travel products and services.
Highlights
The results showed that information search was the key action variable and especially during travel
This research explored the online travel consumption behavior of the Net Generation based on the AISAS model along with the introduction of the variable of learning and growth from the perspective of independent travel
The linear influence relationships of the AISAS were significantly positive, while only some of the nonlinear influence relationships were significant and weaker than the linear ones. These results are consistent with those of Hendriyani et al and Cheah et al, and verify that the AISAS model is more suitable than AIDMA for explaining the behavioral characteristics of tourism consumers in the Internet era [56,76]
Summary
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. The development of information communication technologies (ICTs) has had significant impacts on tourism and has drawn much academic attention over the past approximately 25 years [1,2,3,4]. Online information search and booking of tourism products has become the norm. Research on online travel consumption has become significant. These research studies tend to place more emphasis on information search prior to the purchase decision. Empirical studies on information collection and implications on consumption decisions across the entire travel process are scarcer. This research was intended to fill a gap in the literature by examining the relationships among stages in the online purchase and consumption of travel products and services. Sustainability 2021, 13, 2781 impacted sharing, learning, and growth. Post-travel sharing stimulated attention and was a catalyst for another cycle of AISAS
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