Commercial Surveys

Commercial Surveys

The Effect of Perceived Social Presence on Purchase Intention in Online Tourism Platforms: The Mediating Role of Utilitarian and Hedonic Motivations

Document Type : پژوهشی - کاربردی

Authors
Fatemeh Amiri 1
Keykhosro Yakideh 2
Mohsen Akbari 3
1 , M.A. Student in Business Administration, Faculty of Economics and Management, University of Guilan .
2 * , Assistant Professor, Department of Management, Faculty of Economics and Management, University of Guilan
3 Department of Management, Faculty of Economics and Management, University of Guilan, Rasht, Iran
10.22034/bs.2026.2086715.3219
Abstract
The rapid growth of online tourism platforms and the increasing level of competition in this sector have made the identification of factors influencing users’ purchase intentions a strategic necessity. Among these factors, perceived social presence, as one of the key components of user experience in digital environments, can activate motivational mechanisms that influence purchasing decisions. This study aims to explain how perceived social presence affects users’ purchase intentions on online tourism platforms by examining the mediating roles of utilitarian and hedonic motivations. The study adopts a quantitative approach and is based on survey data collected from 181 users of online tourism platforms in Iran, including Jabama, Alibaba, Jajiga, SnappTrip, and Eghamat24. The conceptual model was tested using structural equation modeling with the partial least squares approach (PLS-SEM). The results indicate that perceived social presence has a positive and significant effect on purchase intention and simultaneously strengthens both utilitarian and hedonic motivations. However, only utilitarian motivation demonstrated a significant mediating effect on the relationship between perceived social presence and purchase intention, whereas the mediating effect of hedonic motivation was not supported. These findings suggest that, in the context of online tourism, functional and rational mechanisms play a dominant role in translating digital social interactions into purchase decisions. Accordingly, enhancing efficiency, ease of use, and transparency should be considered key priorities in the design and management of online tourism platforms.
Keywords
Perceived Social Presence / Utilitarian Motivations / Hedonic Motivations / Purchase Intention / Online Tourism Platforms
 
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Commercial Surveys
Volume 23, Issue 134 - Serial Number 134
November and December 2026
Pages 121-147

  • Receive Date 26 February 2026
  • Revise Date 05 May 2026
  • Accept Date 12 May 2026