A FCM Approach to Understand Social Commerce of Touristic Products
Published: 2022
Author(s) Name: Tomas Escobar-Rodriguez, Maria Asuncion Gravalos-Gastaminza, Cinta Perez-Calanas |
Author(s) Affiliation: Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, Spain.
Locked
Subscribed
Available for All
Abstract
This paper uses a Fuzzy Cognitive Maps Approach (FCM) for understanding the possible influence of adopter
category scenarios on purchase intention for touristic products. We also analyse the effect of the types of users of new technologies
in the purchasing decision-making processes. Findings confirm that some effective marketing social media strategies on
engagement, information quality or economic feasibility, could be key determinants of purchase intention. With regard to the
FCM analysis, different factors have an effect on tourists’ purchase intention (trust, perceived value, information quality,
reputation...).
Keywords: Social Media, Tourism Industry, Fuzzy Set, Purchase Intention, Social Commerce
View PDF