Consumer Online Engagement: An Exploration of the use of Mafengwo.com for High Involvement Decision Making of Chinese Tourists

ResearchSpace/Manakin Repository

Show simple item record

dc.contributor.advisor Smith, S en
dc.contributor.advisor Dolan, R en
dc.contributor.author Li, Min en
dc.date.accessioned 2018-06-21T21:46:15Z en
dc.date.issued 2018 en
dc.identifier.uri http://hdl.handle.net/2292/37329 en
dc.description Available to authenticated members of The University of Auckland. en
dc.description.abstract Consumer online engagement plays an important role in the tourism industry. Social media engagement platforms provide travellers more opportunities to search for information and engaging with others in an online environment. This research investigates the engagement practices of Chinese consumers utilising social media as part of their decision-making journey. The online travel platform, Mafengwo, was utilised to explore the consumer online engagement. As a three-phase study, a mixed-method research approach involved the collection of qualitative data. Netnography was used in the first two phases of to explore thirty members’ engagement practices and their inter-relationships on Mafengwo. Semi-structured interviews were conducted in the third phase to explore how and why consumers used Mafengwo in their decision-making process of buying European travel packages. Eleven engagement practices were found from the online observation and thematic analysis. The results showed the objects of consumer-to-consumer (C2C) online engagement, the types of engagement practices, the inter-relationships of online engagement practices, and the antecedents and consequences of C2C engagement. Based on the thematic analysis of the threephase study, a conceptual model showing the relationships between consumer high involvement, online C2C engagement and the consumer decision-making process is developed. This study provides the first steps in understanding the role that consumer online engagement and the social media platform play in consumers’ high-involved purchase decision-making stages, within a tourism context. This thesis offers some theoretical and practical implications for academia and travel-related practitioners, travel providers and marketing managers, who are involved in the tourism industry and online travel engagement platforms. en
dc.publisher ResearchSpace@Auckland en
dc.relation.ispartof Masters Thesis - University of Auckland en
dc.relation.isreferencedby UoA99265089713402091 en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights Restricted Item. Available to authenticated members of The University of Auckland. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.rights.uri http://creativecommons.org/licenses/by-nc-sa/3.0/nz/ en
dc.title Consumer Online Engagement: An Exploration of the use of Mafengwo.com for High Involvement Decision Making of Chinese Tourists en
dc.type Thesis en
thesis.degree.discipline Marketing en
thesis.degree.grantor The University of Auckland en
thesis.degree.level Masters en
dc.rights.holder Copyright: The author en
pubs.elements-id 745217 en
pubs.record-created-at-source-date 2018-06-22 en


Full text options

This item appears in the following Collection(s)

Show simple item record

http://creativecommons.org/licenses/by-nc-sa/3.0/nz/ Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-sa/3.0/nz/

Share

Search ResearchSpace


Advanced Search

Browse