Journal of Tourism and Development

Journal of Tourism and Development

Investigating the effect of information source and social interactions on consumers purchase intention in Cyberspace (Case study: advertisement channels of tourism services in social networks of Telegram and Instagram)

Document Type : Original Article

Authors
Davood Feiz 1
Azim Zarei 1
Reza Abdollahi 2
1 Associate prof., Dep. Of Business Administration Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 MSc., Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
10.22034/jtd.2018.69464
Abstract
Considering the importance of the role of advertising on social networks, especially for tourist services organizations, the purpose of this research was to investigate the effect of two factors of social interactions and information sources on purchase intention of tourism products and services in cyberspace. Statistical population is all the people who are active members of advertisement channels of tourism services in social networks of Telegram and Instagram. Random sampling method and Cochran formula were used for obtaining the sample size, and library and field methods were employed for data gathering. This study is a descriptive- correlation applied research. Data was collected using researcher questionnaire that was collected by convenient sampling from 390 people making the sample population. The questionnaire validity was confirmed by the related experts and reliability was evaluated by a pilot study from 30 respondents within statistical population; it was 0.8 after calculating Cronbach’s alpha and compound reliability. The results show that the information source has a positive and meaningful on attitude toward information usefulness. On the other side, social interactions have a positive and meaningful effect on customer’s subjective norm. Also, information source and social interactions have a positive and meaningful effect on word of mouth.
Keywords
Word of mouth
Social Networks
Purchase Intention
Attitudes towards information usefulness
Journal of Tourism and Development
Volume 7, Issue 2 - Serial Number 15
Summer 2018
Pages 113-129