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| Author: | Huang, C-Y. Chou, C-J. Lin, P-C. |
| Title: | Involvement theory in constructing bloggers' intention to purchase travel products |
| Journal: | Tourism Management
2010 : AUG, VOL. 31:4, p. 513-526 |
| Index terms: | advertising effectiveness brands attitudes purchasing internet marketing travel |
| Language: | eng |
| Abstract: | Purpose of this article is to explore involvement level, advertising effect and purchase intention in the context of travel blogs. The study relies on questionnaires targeted at travel bloggers and the data is examined with Structural Equation Modelling (SEM). The findings reveal the positive impact of involvement on advertising effect. Travel blogs play a positive role in advertising messages processing, however involvement level does not directly forecast purchase intentions. |
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