Measurement items
| Items | Mean | SD | Excess Kurtosis | Skewness |
|---|---|---|---|---|
| Company identification (α = NA; CR = NA; AVE = NA) Adapted from Bergami and Bagozzi (2000) | ||||
| I identify with this OTA | 4.53 | 1.25 | 0.01 | −0.20 |
| Community identification (α = 0.88; CR = 0.88; AVE = 0.65). Adapted from Nambisan and Baron (2010) | ||||
| This OTA’ community thinks like me | 4.80 | 1.21 | −0.06 | −0.22 |
| This OTA’ community is like me | 4.59 | 1.29 | −0.36 | −0.16 |
| This OTA’ community could be a friend | 4.63 | 1.31 | 0.35 | −0.12 |
| This OTA’ community means a lot to me | 3.88 | 1.56 | −0.72 | 0.10 |
| Content creation (α = 0.90; CR = 0.90; AVE = 0.74) Adapted from Casaló et al. (2009) | ||||
| I assess and share with other users my opinions and experiences about the products and services of this OTA on the company website | 4.21 | 1.59 | −0.63 | −0.24 |
| I write comments in the blog and/or in the profile of this OTA in social networking sites (e.g., Facebook, Twitter, etc.) | 3.64 | 1.69 | −0.97 | 0.12 |
| I write comments in the forums on this OTA | 3.59 | 1.73 | −1.04 | 0.17 |
| Electronic word of mouth (α = 0.87; CR = 0.87; AVE = 0.77) Adapted from Casaló et al. (2009) | ||||
| When I find an interesting content at this OTA, I say it at social networking sites | 4.04 | 1.71 | −0.97 | 0.01 |
| I follow this OTA at social networking sites (Facebook, Twitter, Tuenti, etc.) | 4.02 | 1.79 | −1.00 | −0.05 |
| WOM (α = 0.95; CR = 0.95; AVE = 0.78) Adapted from Brown et al. (2005) | ||||
| I mention to others that I do business with this OTA | 4.62 | 1.45 | −0.41 | −0.29 |
| I make sure that others know that I do business with this OTA | 4.20 | 1.54 | −0.61 | −0.10 |
| I recommended this OTA to family members | 4.84 | 1.35 | −0.07 | −0.39 |
| I speak positively of this OTA to others | 4.89 | 1.36 | −0.07 | −0.50 |
| I recommend this OTA to acquaintances | 4.91 | 1.38 | −0.13 | −0.49 |
| I recommended this OTA to close personal friends | 5.01 | 1.39 | −0.05 | −0.56 |
| Self-enhancement (α = 0.92; CR = 0.92; AVE = 0.73) Adapted from Hennig-Thurau et al. (2004) I regularly visit this online travel agency (hereafter, OTA) (its website, social networks, etc.), because … | ||||
| I like telling others that I have made a good choice | 4.44 | 1.39 | −0.37 | −0.2 |
| I like when I can tell others about my buying success | 4.68 | 1.39 | −0.18 | −0.28 |
| I like telling others about a good experience | 4.81 | 1.38 | −0.26 | −0.36 |
| My contributions show others that I am a clever customer | 4.30 | 1.47 | −0.57 | −0.19 |
| Relationship quality (α = 0.87; CR = 0.87; AVE = 0.62) Adapted from Ng et al. (2011) | ||||
| Overall, I am satisfied with this OTA | 5.30 | 1.03 | 0.31 | −0.52 |
| I am very happy with this OTA | 5.26 | 1.06 | 0.08 | −0.46 |
| I am very committed to this OTA | 4.34 | 1.38 | −0.42 | −0.15 |
| I believe that I will continue to use this OTA frequently in the future | 5.26 | 1.17 | −0.03 | −0.53 |
| Items | Mean | SD | Excess Kurtosis | Skewness |
|---|---|---|---|---|
| Company identification (α = NA; CR = NA; AVE = NA) | ||||
| I identify with this OTA | 4.53 | 1.25 | 0.01 | −0.20 |
| Community identification ( | ||||
| This OTA’ community thinks like me | 4.80 | 1.21 | −0.06 | −0.22 |
| This OTA’ community is like me | 4.59 | 1.29 | −0.36 | −0.16 |
| This OTA’ community could be a friend | 4.63 | 1.31 | 0.35 | −0.12 |
| This OTA’ community means a lot to me | 3.88 | 1.56 | −0.72 | 0.10 |
| Content creation ( | ||||
| I assess and share with other users my opinions and experiences about the products and services of this OTA on the company website | 4.21 | 1.59 | −0.63 | −0.24 |
| I write comments in the blog and/or in the profile of this OTA in social networking sites (e.g., Facebook, Twitter, etc.) | 3.64 | 1.69 | −0.97 | 0.12 |
| I write comments in the forums on this OTA | 3.59 | 1.73 | −1.04 | 0.17 |
| Electronic word of mouth (α = 0.87; CR = 0.87; AVE = 0.77) | ||||
| When I find an interesting content at this OTA, I say it at social networking sites | 4.04 | 1.71 | −0.97 | 0.01 |
| I follow this OTA at social networking sites (Facebook, Twitter, Tuenti, etc.) | 4.02 | 1.79 | −1.00 | −0.05 |
| WOM ( | ||||
| I mention to others that I do business with this OTA | 4.62 | 1.45 | −0.41 | −0.29 |
| I make sure that others know that I do business with this OTA | 4.20 | 1.54 | −0.61 | −0.10 |
| I recommended this OTA to family members | 4.84 | 1.35 | −0.07 | −0.39 |
| I speak positively of this OTA to others | 4.89 | 1.36 | −0.07 | −0.50 |
| I recommend this OTA to acquaintances | 4.91 | 1.38 | −0.13 | −0.49 |
| I recommended this OTA to close personal friends | 5.01 | 1.39 | −0.05 | −0.56 |
| Self-enhancement (α = 0.92; CR = 0.92; AVE = 0.73) | ||||
| I like telling others that I have made a good choice | 4.44 | 1.39 | −0.37 | −0.2 |
| I like when I can tell others about my buying success | 4.68 | 1.39 | −0.18 | −0.28 |
| I like telling others about a good experience | 4.81 | 1.38 | −0.26 | −0.36 |
| My contributions show others that I am a clever customer | 4.30 | 1.47 | −0.57 | −0.19 |
| Relationship quality ( | ||||
| Overall, I am satisfied with this OTA | 5.30 | 1.03 | 0.31 | −0.52 |
| I am very happy with this OTA | 5.26 | 1.06 | 0.08 | −0.46 |
| I am very committed to this OTA | 4.34 | 1.38 | −0.42 | −0.15 |
| I believe that I will continue to use this OTA frequently in the future | 5.26 | 1.17 | −0.03 | −0.53 |
Notes:
All items are measured with a seven-point Likert scale anchoring (1) = strongly disagree and (7) = strongly agree. α = Cronbach’s alpha, CR = CR, AVE = average variance extracted, SD = standard deviation, OTA = online travel agency