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Reciprocity and commitment in online travel communities

Industrial management + data systems, 2019-03, Vol.119 (2), p.397-411 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2018 ;ISSN: 0263-5577 ;EISSN: 1758-5783 ;DOI: 10.1108/IMDS-03-2018-0098

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  • Title:
    Reciprocity and commitment in online travel communities
  • Author: Belanche, Daniel ; Casaló, Luis V ; Flavián, Carlos ; Guinalíu, Miguel
  • Subjects: Behavior ; Business travel ; Community participation ; Consumers ; Consumption ; Hotels & motels ; Hypotheses ; Influence ; Participation ; Peers ; Reciprocity ; Social exchange theory ; Social networks ; Tactics ; Tourism ; Travel ; Travel agencies ; Validity ; Virtual communities
  • Is Part Of: Industrial management + data systems, 2019-03, Vol.119 (2), p.397-411
  • Description: Purpose With social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial advice for travelers’ decisions. It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships. Design/methodology/approach Data from a web survey of 456 users of online travel communities affirm the scale’s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses. Findings Higher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users’ perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice. Practical implications Management tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment. Originality/value This research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities.
  • Publisher: Wembley: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 0263-5577
    EISSN: 1758-5783
    DOI: 10.1108/IMDS-03-2018-0098
  • Source: ProQuest Central
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