Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model

Abstract

This study was intended to investigate the online behavior of Taiwan’s Net Generation (born between 1977 and 1997) based on Dentsu’s AISAS (Attention-Interest-Search-Action-Share) model. A conceptual framework and several hypotheses were developed and tested. A questionnaire survey was conducted in Taiwan in 2018 with 338 valid responses being received. The data were analyzed through linear regression analysis with learning and growth set as the dependent variable. Information search was the key action variable and especially during travel. Attention and interest had significant indirect influences on actions, which impacted sharing, learning, and growth. Learning and growth and action increased sharing. Post-travel sharing stimulated attention and was a catalyst for another cycle of AISAS. This research intended to fill a gap in the literature by examining the relationships among stages in the online purchase and consumption of travel products and services.