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The Experiential Marketing on Blogs
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Author(s): Wen-Kuo Chen (National Taiwan University, Taiwan), Yu-Chien Lin (National Taiwan University, Taiwan), Ying-Chen Tseng (National Taiwan University, Taiwan), Yu-Jyun Chen (National Taiwan University, Taiwan), Hsin-Hung Hung (Innovative DigiTech-Enabled Applications & Services Institute (IDEAS), Taiwan), Yueh-Hsun Wu (National Taiwan University, Taiwan), Yen-Lin Chen, Chia-Hu Yoand Seng-Cho Chou
Copyright: 2007
Pages: 4
Source title:
Managing Worldwide Operations and Communications with Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-929-8.ch174
ISBN13: 9781599049298
EISBN13: 9781466665378
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Abstract
Some researchers propose that there has been a revolution in marketing, especially using new media. This study is to verify that information presentation formation affects decision-making in travel industry on the Internet. The analysis suggests that richer information and information format influence on-line customers’ choice for journey and increase on-line customers’ experience. The analysis also confirms two mediating relationships: (1) customers browse travel information of blogs will be stronger purchase intention than information of travel packages. (2) customers browse travel information of blogs has deeper experience than information of travel packages.
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