Web Atmospherics

This research aims to investigate the impact of specific factors on user's travel purchase intention and attitude in Social Media. Data collected from Social Media users to measure the relationship between the above factors of Social Media and user attitude on travel purchase intention with the Structural Equation Model. The primary purpose of the research is to explore whether the following Social Media factors are positively related to user attitude and travel purchase intention. The factors are source credibility, information reliability, user pleasure, and perceived value in travel services information. The findings of the research showed that there is a positive relationship between pleasure, attitude, and travel purchase intention, a positive relationship between reliability and customer attitude, and a positive relationship between perceived value and travel purchase intention. We also found that there is no relationship among credibility, user attitude, and travel purchase intention and an additional factor concerning atmospherics, positively affecting the perceived value and user pleasure. Finally, we found that customer attitude plays a vital role in mediating the relationship between credibility, pleasure, reliability, value, and travelers' purchase intention.