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Abstract
With the increasing choices of mobile Applications (Apps) for tourism purchasing, it is essential for Apps operators to understand how to retain customers so as to ensure long-term profits. This study was designed to investigate the formation of App loyalty from a habit theory perspective. The results of Multigroup Structural Equation Modelling support our model, and indicate that the positive association of App satisfaction on App loyalty is stronger for bookers who do not stick to one brand from computer website to mobile App; furthermore, for those who are with high brand viscosity, habit and switching cost plays an important role in leading to App loyalty. Methodological and implications are also discussed.
Original language | English |
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Pages (from-to) | 696-705 |
Number of pages | 10 |
Journal | e-Review of Tourism Research |
Volume | 17 |
Issue number | 5 |
Publication status | Published - 1 Feb 2020 |
Event | International Conference of Information and Communication Technologies in Tourism 2020 - University of Surrey, Guildford, United Kingdom Duration: 8 Jan 2020 → 10 Jan 2020 Conference number: 27 https://enter2020.ifitt.org/ (Conference website) https://enter2020.ifitt.org/wp-content/uploads/2019/12/ENTER2020-Programme-Final.pdf |
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Dive into the research topics of 'Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty'. Together they form a unique fingerprint.Activities
- 1 Oral presentation
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Love Too Deep or Hard to Leave? A Study of Mobile Application Loyalty
Snow Wu (Speaker), Jerry Chen Zheng (Speaker), Shun Ye (Speaker) & Rob Law (Speaker)
8 Jan 2020Activity: Talk or presentation types › Oral presentation