Published by Emerald Group Publishing Limited Copyright: © Emerald Group Publishing Limited 2016 This work was supported by the National Research Foundation of Korea (NRF) Grant funded by the Korean Government (MSIP) (No. Keywords: Trusting beliefs, Risk aversion, Stickiness, Solution acceptance, Value-creating practices Type: Research Paper Publisher: Emerald Group Publishing Limited Received: 07 January 2015 Revised:, 26 October 2015 Accepted: 11 November 2015 Acknowledgments: This study extends the OTC literature by integrating different research realms into the proposed research model for a better understanding of the relationships between value-creating practices, trusting beliefs and OTC behaviors. For example, OTCs should be used by members as key platforms for acquiring trust information prior to their behaviors. The results have important theoretical and practical implications in OTC settings.

Risk aversion moderated the trusting beliefs-stickiness relationship.Ī key limitation of this study is related to the sample collected from Amazon website panels, which may limit the generalizability of results to other OTC members. The results show that three dimensions of value-creating practices, namely, social networking, community engagement and brand use, had positive effects on trusting beliefs trusting beliefs had positive effects on solution acceptance and stickiness and solution acceptance had a positive effect on stickiness. In the context of online travel communities (OTCs), this paper aims to identify the relationships between value-creating practices, trusting beliefs, solution acceptance and stickiness and the moderating effects of risk aversion on the relationship between trusting beliefs and solution acceptance and on that between trusting beliefs and stickiness.Ī total of 408 survey responses obtained from Amazon website panels were used to test the proposed hypotheses through a structural equation modeling analysis.

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