Generation Y travelers’ commitment to online social network websites

This study aims to develop a theory-based model of relationship commitment in an online social network (OSN) context for Generation Y travelers. An online questionnaire was sent to a systematic random sample of 12,000 students at six U.S. universities. A total of 513 respondents participated in the study. Study results suggest that perceived utility and trust are positively related to both affective and calculative commitment. In terms of the relationship between perceived risk and commitment dimensions, the lower the risk associated with OSNs, the more likely customers are to continue the relationship. This study highlights the pivotal role of affective commitment in developing loyalty to travel-related OSNs.

► Loyalty develops from affective commitment.
► The greater the perceived utility the higher the affective commitment.
► The greater the perceived utility the higher the calculative commitment.
► Perceived risk is positively related to affective commitment.
► Trust is positively related to both affective and calculative commitments.