The effects of online social networking on retail consumer dynamics in the attractions industry: The case of ‘E-da’ theme park, Taiwan

Anestis Fotiadis, Nikolaos Stylos

Research output: Contribution to journalArticle (Academic Journal)peer-review

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Abstract

Purpose of this study is to examine the trends in retail consumers’ consumption dynamics and patterns of purchase behavior within this new-technology-mediated environment. A behavioral purchase model was developed and tested to understand the ways social networks influence the decision making of individuals planning to visit a theme park. In particular, the proposed model delineates how online social networking (OSN) experience factors affect actual use (AU) of social media for purchasing of theme park services through an assessment of perceived usefulness (PU) and perceived ease of use (PEOU). An electronic survey was conducted with members of a theme park’s brand fan page on the Facebook social media site namely, the E-da World Theme park in the southern Taiwanese city of Kaohsiung. Smart PLS 3, a partial least squares analysis, was employed to examine a series of eleven research hypotheses. The findings revealed a series of statistically significant influences from five exogenous variables on PU and PEOU, as well as the mediating role of PU on the PEOU – AU relationship. The results also provide important practical implications both for academics and practitioners by shedding light on the way social media works to encourage and support online purchasing of amusement services.
Original languageEnglish
Pages (from-to)283-294
Number of pages12
JournalTechnological Forecasting and Social Change
Volume124
Early online date7 Jul 2016
DOIs
Publication statusPublished - Oct 2017

Structured keywords

  • Smart Networks for Sustainable Futures

Keywords

  • SOCIAL NETWORKING
  • THEME PARK
  • ATTRACTION AND ENTERTAINMENT SERVICES
  • PARTIAL LEAST SQUARES ANALYSIS
  • ONLINE PURCHASING
  • TAIWAN

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