Towards understanding members' interactivity, trust, and flow in online travel community

Purpose – This study targeted members of online travel communities to explore the factors that affect the experience of flow and how flow affects the transaction intentions of these members. Design/methodology/approach – In order to test this model, data were collected via an online questionnaire, with a total of 286 survey instruments available. The data were analyzed using structural equations modeling with AMOS. Findings – The empirical findings showed that, first, as far as the online travel communities members are concerned, both interactivity and trust do affect each other. Second, interactivity is the key factor for the members to have flow experience in online travel communities. Third, the experience of flow can enhance the transaction intentions of members while they are in the online travel communities. Practical implications – Web site administrators should improve the interactivity with the members, so that they can have flow experience, and further strengthen their transaction intentions. Originality/value – This paper provides a model to understand online travel communities members who place their trust in the online travel agencies and, interacting with the web sites in ways that result in a flow experience, ultimately intensify their transaction intentions.