Recent advancements in technology and changing consumer behaviour have presented several opportunities for companies. Companies are extensively using mobile apps to facilitate transactions and improve service delivery. The use of mobile apps has led to a shift from websites (desktop/mobile) enabled transactions to a mobile-based interface. However, from an organization’s viewpoint websites are crucial for branding and are perceived as cost-effective. Thus, to retain and attract consumers to websites, this research proposes inclusion of cultural and promotional dimensions into travel websites to make them more appealing to consumers. It implies customization of travel websites according to cultural and religious nuances for improving the service experience. Also, this study examines the role of network effect and website characteristics on website continuance intention. Data collected from 356 users of Indian travel websites was analyzed using structural equation modeling. The findings suggest that referent network size and perceived complementarity influence network benefits which have an impact on customers’ website continuance intention. Website characteristics like ease of information accessibility, interactivity, promotional and pilgrimage offers emerged as antecedents to website continuance intention. This research will create a better understanding of e-commerce system amongst managers of websites and guide them in designing strategy for retaining consumers.

中文翻译：

---

影响网站延续意愿的因素：印度旅游网站的研究

技术的最新进展和不断变化的消费者行为为公司带来了许多机遇。公司正在广泛使用移动应用程序来促进交易并改善服务交付。移动应用程序的使用已导致从支持网站（台式机/移动设备）的交易转移到基于移动设备的界面。但是，从组织的角度来看，网站对于品牌建设至关重要，并且被认为具有成本效益。因此，为了保留和吸引消费者访问网站，本研究建议将文化和促销方面纳入旅行网站，以使其对消费者更具吸引力。这意味着要根据文化和宗教差异来定制旅游网站，以改善服务体验。还，本研究探讨了网络效应和网站特征对网站持续意愿的作用。使用结构方程模型分析了从356个印度旅游网站用户中收集的数据。研究结果表明，参考网络的规模和感知的互补性会影响网络收益，从而对客户的网站持续性产生影响。网站特征，如易于访问的信息，交互性，促销和朝圣等，已成为网站持续性意图的先决条件。这项研究将使网站管理人员更好地理解电子商务系统，并指导他们设计留住消费者的策略。研究结果表明，参考网络的规模和感知的互补性会影响网络收益，从而对客户的网站持续性产生影响。网站特征，如易于访问的信息，交互性，促销和朝圣等，已成为网站持续性意图的先决条件。这项研究将使网站管理人员更好地理解电子商务系统，并指导他们设计留住消费者的策略。研究结果表明，参考网络的规模和感知的互补性会影响网络收益，从而对客户的网站持续性产生影响。网站特征，如易于访问的信息，交互性，促销和朝圣等，已成为网站持续性意图的先决条件。这项研究将使网站管理人员更好地理解电子商务系统，并指导他们设计留住消费者的策略。