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- A FCM Approach to Understand Social Commerce of Touristic Products
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Authors
Affiliations
1 Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, ES
2 Department of Business Administration and Marketing, University of Huelva, Plaza de la Merced, ES
1 Department of Accounting and Information Systems, University of Huelva, Plaza de la Merced, ES
2 Department of Business Administration and Marketing, University of Huelva, Plaza de la Merced, ES
Source
International Journal of Hospitality and Tourism Systems, Vol 15, No 2 (2022), Pagination: 1-12Abstract
This paper uses a Fuzzy Cognitive Maps Approach (FCM) for understanding the possible influence of adopter category scenarios on purchase intention for touristic products. We also analyse the effect of the types of users of new technologies in the purchasing decision-making processes. Findings confirm that some effective marketing social media strategies on engagement, information quality or economic feasibility, could be key determinants of purchase intention. With regard to the FCM analysis, different factors have an effect on tourists’ purchase intention (trust, perceived value, information quality, reputation...).Keywords
Social Media, Tourism Industry, Fuzzy Set, Purchase Intention, Social Commerce
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