Factors Affecting Online Tourism Group Buying and the Moderating Role of Loyalty

Online group buying has become increasingly prevalent, and people frequently shop on group buying (GB) sites. This study examines the relationships among transaction cost advantage, preview, trust, satisfaction, and repurchase intention within online tourism GB environments. To investigate differences in the constructs between the high and low emotional loyalty (EL) groups, this study draws on the moderating role of EL. The results reveal that transaction cost advantage, preview, and trust significantly and positively affect satisfaction, which, in turn, influences repurchase intention. The high-EL group shows stronger relationships between preview and satisfaction and between satisfaction and repurchase intention than the low-EL group. The low-EL group shows stronger relationships between transaction cost advantage and satisfaction and between trust and satisfaction than the high-EL group. The findings have implications for tourism academics and the tourism industry.