Interactivity, engagement, trust, purchase intention and word-of-mouth: a moderated mediation study Online publication date: Wed, 06-Mar-2019
by Shu-Hsien Liao; Yu-Chun Chung; Wen-Jung Chang
International Journal of Services Technology and Management (IJSTM), Vol. 25, No. 2, 2019
Abstract: This paper presents a model of influence of interactivity and engagement on hotel customers' purchase intention and word-of-mouth by simultaneously including trust as a mediator, analyses the direct and indirect effects among these constructs and examines the moderated mediation effect of brand loyalty. In the proposed model, purchase intention and word-of-mouth are indirectly affected by interactivity and engagement respectively in the hospitality industry, via the mediation of trust. Besides, the indirect effect of interactivity on purchase intention and engagement on word-of-mouth through trust will be stronger with higher brand loyalty than for those with lower brand loyalty. Empirical testing using a survey of 408 Taiwan consumers in hospitality and tourism confirms our hypothesised effects. Finally, managerial implications and limitations of our findings are discussed.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Services Technology and Management (IJSTM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook