Linking Website Attributes of User-Generated Content to E-Behavioral Loyalty: International Tourists' Perspectives

Abstract

This paper aims to examine the impact of user-generated content UGC website attributes (accessibility, product offering, information quality, user friendliness, and entertainment) on e-behavioral loyalty by testing the mediating effect of e-satisfaction and e-attitudinal loyalty on these relationships, in an emerging market (Jordan) from a US tourists' perspectives. The sample consisted of 258 tourists who visited Jordan for leisure tourism. Structural path analysis was used to test the hypothesized relationships between the constructs of the research model. The results show that website attributes (accessibility, product offering, information quality, user friendliness, and entertainment) have a positive effect on e-satisfaction. Tourists' e-satisfaction fully mediates the relationships between accessibility, product offering, entertainment, and e-attitudinal loyalty. E-attitudinal loyalty fully mediates the relationship between tourists' e-satisfaction and e-behavioral loyalty. Theoretical and practical implications of the results are also provided.