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5 further research could investigate the relationship

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5. Further research could investigate the relationship between brandun-“likes” andoutcomes such as WOM.
We find that hotels and Airbnb leverage these pathways differentlyto generate brand loyalty.1. Because culture can impact such relevant factors as the need for privacy, comfortwith sharing space, openness to new experiences, and brand identification, futureresearch should examine these relationships within the framework of consumptionauthenticity with a multicultural subject pool.2. Second, we did not control for the effects of other potentially relevant antecedentsof brand loyalty and well-being, whichwould have allowed us to demonstrate the partialed-out effects of the components ofconsumption authenticity.3. For example, controlling for factors such as price, perceived value, perceived risk,or trend affinity (So et al., 2018) would have allowed us to make stronger assertionspertaining to the predictive validity of the components of consumption authenticity onthe outcome constructs.4. Third, while the measurement items for the various constructs were derived fromstudies in the hospitality, marketing, and psychology literature, and these demonstratedstrong validity and reliability, there may be other potential dimensions of consumptionauthenticity that have yet to be discovered.5. Future research can adopt a more comprehensive inquiry into the manifestations ofauthentic travel experiences by adopting a mixed-methods approach.The results show that the proposed net valence model caneffectively explain users' intentions to seek and share healthinformation on social media. The results also show importantcultural differences.1. First,we selected social media in general as the context of our study. While ourresults provide valuable insights on how different factors influence people's seekingand sharing health related information, those results may not be able to generalize toall types of social media. Future studies are needed to examine users' participatingbehaviors in specific social media platforms (e.g., sponsored vs. non-sponsored healthcommunities).2. Second, we collect data from two countries with different levels of uncertaintyavoidance. However, our results can still be limited, and future studies are needed totest our model in additional countries.3. Third, while we use online surveys to collect data from both countries, theprocedures are not fully consistent. Therefore, the results of this study should beinterpreted cautiously.4. Forth, in our second study, a large portion of participants (40.1%) are 45 or older,which could limit the generalizability of our study.5. One opportunity might be to further examine how other social factors can influencepeople's perceived benefits and risk in specific contexts. For example, some factormay play an important role in a specific context (e.g., guanxi in Chinese culture), andfuture studies are needed to examine those factors. In this study, we assume thatpeople's seeking and sharing health related information have positive effects,

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Term
Winter
Professor
N/A
Tags
Sociology, eWOM

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