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Article

Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model

1
College of Science and Technology, Ningbo University, Ningbo 315211, China
2
Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812301, Taiwan
3
Department of Marketing, Events and Tourism, Business School, University of Greenwich, London SE109SL, UK
*
Author to whom correspondence should be addressed.
Academic Editor: Blanca Hernandez Ortega
Sustainability 2021, 13(5), 2781; https://doi.org/10.3390/su13052781
Received: 21 January 2021 / Revised: 27 February 2021 / Accepted: 27 February 2021 / Published: 4 March 2021
(This article belongs to the Special Issue Consumer-Brand Relationships in the Era of Social Media and Big Data)
This study was intended to investigate the online behavior of Taiwan’s Net Generation (born between 1977 and 1997) based on Dentsu’s AISAS (Attention-Interest-Search-Action-Share) model. A conceptual framework and several hypotheses were developed and tested. A questionnaire survey was conducted in Taiwan in 2018 with 338 valid responses being received. The data were analyzed through linear regression analysis with learning and growth set as the dependent variable. Information search was the key action variable and especially during travel. Attention and interest had significant indirect influences on actions, which impacted sharing, learning, and growth. Learning and growth and action increased sharing. Post-travel sharing stimulated attention and was a catalyst for another cycle of AISAS. This research intended to fill a gap in the literature by examining the relationships among stages in the online purchase and consumption of travel products and services. View Full-Text
Keywords: Net Generation; learning and growth; AISAS model; Engel-Kollat-Blackwell (EKB) consumer decision model; information search before travel; information search during travel; sharing Net Generation; learning and growth; AISAS model; Engel-Kollat-Blackwell (EKB) consumer decision model; information search before travel; information search during travel; sharing
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MDPI and ACS Style

Xue, L.-L.; Shen, C.-C.; Morrison, A.M.; Kuo, L.-W. Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model. Sustainability 2021, 13, 2781. https://doi.org/10.3390/su13052781

AMA Style

Xue L-L, Shen C-C, Morrison AM, Kuo L-W. Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model. Sustainability. 2021; 13(5):2781. https://doi.org/10.3390/su13052781

Chicago/Turabian Style

Xue, Lin-Lin, Ching-Cheng Shen, Alastair M. Morrison, and Li-Wen Kuo. 2021. "Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model" Sustainability 13, no. 5: 2781. https://doi.org/10.3390/su13052781

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