1.
Tomas Escobar-Rodriguez
– Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, Spain.
2.
Maria Asuncion Gravalos-Gastaminza
– Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, Spain.
3.
Cinta Perez-Calanas
– Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, Spain.
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
