Zhou, Yuan, et al. "Commitment is an act, not a word: Examining members’ commitment to travel-related online communities." International Journal of Hospitality Management 91 (2020): 102689.

This research explores the factors influencing commitment to online travel communities (OTCs) and the subsequent effects on users' behavioral intentions towards products and services. The study also examines the moderating effect of advertising on the relationship between OTC commitment and behavioral intentions. Through an online survey conducted with 569 participants in China, the study applies PLS-SEM analysis, revealing that commitment within OTCs is driven by personal influences, social influences, and the characteristics of the OTC itself. These elements collectively impact the behavioral intentions of the community members. The paper concludes with a discussion on both the theoretical and practical implications of these findings.