The effect of involvement and perceived usefulness on attitudinal and behavioral loyalty in online bookings

Purpose This study aims to examine involvement and perceived usefulness (PU) as the drivers of loyalty for online booking websites, revealing findings of theoretical and practical relevance. The proposed conceptual model is drawn on elaboration likelihood model (ELM) along with the consideration of expectation confirmation model for loyalty development. Design/methodology/approach A two-stage structural equation modeling was applied to test the reliability and validity of the constructs and the strength of the hypothesized relationships. Findings Attitudinal loyalty (AL) is found to have a significant role, resulting in behavioral loyalty (BL) toward online booking. The results of this study supported the ELM framework, where involvement and PU resulted in BL through AL. PU and AL also served as mediating mechanisms underlying the impact of consumer involvement on BL. Originality/value This study applies the ELM to online ticketing mechanisms and nuances amid AL and BL with their drivers.