ABSTRACT Despite its widespread use as a purchase channel, the Internet still provokes consumer concerns when it comes to the acquisition of high-involvement services, such as travel. This study, therefore, explores customers’ intentions to repeat their online travel purchases, depending on the level of attachment they develop with a website, as is driven by high- and low-task relevant website characteristics. With an innovative, electronic Stimulus–Organism–Response model that introduces a new site attachment variable, this study reveals that, among experienced online travel purchasers, service quality, security and privacy issues, and entertainment all function as stimuli to incite affective, cognitive, and social activity and thereby enhance site attachment. This site attachment, in turn, evokes beneficial customers’ responses, in the form of increased intentions to purchase travel services online again. With this distinctive approach to observing customers’ reactions to and interaction with websites, this study establishes several strategic implications that can help companies enhance their service features and provision, as well as ensure lasting relationships with their customers.

中文翻译：

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通过刺激和网站依恋达成客户的复购意愿

摘要 尽管互联网作为一种购买渠道被广泛使用，但在购买旅游等高参与度服务时，它仍然引起消费者的担忧。因此，本研究探索了客户重复在线旅行购买的意图，这取决于他们对网站的依恋程度，这是由高任务和低任务相关网站特征驱动的。通过引入新网站依恋变量的创新电子刺激-有机体-响应模型，本研究表明，在有经验的在线旅游购买者中，服务质量、安全和隐私问题以及娱乐都可以作为刺激来激发情感、认知、和社交活动，从而增强网站依恋。反过来，这个网站附件会唤起有益客户的反应，以增加再次在线购买旅游服务的意愿的形式。通过这种观察客户对网站的反应和互动的独特方法，本研究确定了几个战略意义，可以帮助公司增强其服务功能和供应，并确保与客户的持久关系。