New paper published:
Buhalis, D., Parra López, E., Martinez-Gonzalez, J.A., 2020, Influence of young consumers’ external and internal variables on their eloyalty to tourism sites, Journal of Destination Marketing & Management, Vol. 15, https://doi.org/10.1016/j.jdmm.2020.100409 Download FREE before April 11, 2020 https://authors.elsevier.com/c/1acJm_,51~BCpGT
- Demonstrates the high use of electronic commerce by young people.
- Discovers the great potential of online influence of young people.
- Verifies the greater causal influence of internal variables on e-loyalty.
- Shows the positive influence of online purchase intention on e-loyalty.
- Presents a practical causal model of purchase intent and e-loyalty.
This study analyzes, in a generational context, the influence of young consumers’ external and internal variables on their e-loyalty to tourism sites. Using a large sample and employing structural equations (PLS), a new model is generated that includes two external variables (site design and eWOM) and two internal variables (trust and satisfaction), to which the intention to purchase online is added. These variables are very important in e-commerce and tourism, and they have not previously been studied jointly. The results show that the impact of consumers’ internal variables is greater than the impact from external ones. Moreover, the proposed causal model is practical and can be easily applied by tourism companies to improve site e-loyalty in the context of market orientation. The Importance-Performance Analysis (IPMA) carried out shows the importance of satisfaction over other variables.