Lennora Putit
ABSTRACT
This study aims to investigate the relationship between website attributes, customer loyalty and online purchase behaviour. Specifically, it attempts to examine the influence of website attributes such as membership, influence and relatedness, needs' reinforcement, shared emotional connection as well as website presence's on customer loyalty and online travel purchase behaviour. The target respondents consist of online virtual communities interested to purchase travel related services. Using purposive sampling technique, a total of 350 respondents were surveyed via an online travel booking site. Only 202 usable questionnaires were received and further analysed using SPSS Version 23.0 and Smart PLS 3.0 statistical software. Findings revealed that website attributes of social emotional attachment and website presence had significantly influenced customer loyalty. Website presence proved to be the most significant predictive factor. Customer loyalty in turn, had a significant effect on travel purchase behaviour. Several implications were further elaborated.
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Index Terms
- Website Attributes' Influence on Customer Loyalty and Travel Service Purchase: A Case of Online Virtual Community
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