Been Booked, Being Viewed: Effects of Cues on Travel Websites and Mediation Through Social Presence

• In Event: ICA Interactive Paper/Poster Session III
  In Interactive Poster Session: Communication and Technology Interactive Poster Session

Abstract

Nowadays, many travel websites use social proof cues about the users’ activities on the platform to facilitate sales. Two common cues are the number of other viewers looking at a product (i.e., hotel) page and the number of recent reservations. The present study investigated how the social cues influence the viewers’ perception of social presence on the webpage, and how the induced social presence further affects their intention to book the hotel. Specifically, three different serial mediation routes that attitudes, social norms, and perceived scarcity play mediating roles between the induced social presence and the behavioral intention were tested. The results demonstrated a significant interaction effect between the two cues on social presence, and the induced social presence further affected behavioral intention through two serial mediation routes via social norms and via perceived scarcity. The findings extend the social presence literature and provide implication for the online travel industry.

Authors

• Young-shin Lim, U of Amsterdam

• Ji Young Lee, West Virginia University