Fashionability vis-à-vis rationality: investigating factors driving users’ e-tourism website stickiness

Ye Chen, Zhibin Lin

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)


Understanding what drive users’ website stickiness is of strategic importance for e-tourism managers. This study examines the role of a neglected construct ‘perceived fashionability’ in forming users’ e-tourism website stickiness in comparison with four commonly studied rational factors: system quality, information quality, security and e-shopping value. Drawing upon dual-system theories and social influence theories, a conceptual model with hypotheses was developed and tested. A sample of 376 e-tourism website users in China participated in this study. The results indicate that perceived fashionability has a positive impact on user's stickiness to the website, and perceived fashionability also performs a mediating role between website security and stickiness. This study contributes to theory by explaining that website stickiness is not entirely driven by rationality but also perceived fashionability. Managerial implications for e-tourism strategies are provided.
Original languageEnglish
Pages (from-to)41-57
JournalCurrent Issues in Tourism
Issue number1
Early online date14 Jul 2015
Publication statusPublished - 2 Jan 2018


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