Online Shopping of Travel Products: A Study of Influence of Each Dimension of travelers' Attitudes and the Impact of travelers' Online Shopping Experiences on Their Purchase Intentions
DOI: 10.1080/15256480.2013.809973
Title: Online Shopping of Travel Products: A Study of Influence of Each Dimension of travelers' Attitudes and the Impact of travelers' Online Shopping Experiences on Their Purchase Intentions
Journal Title: International Journal of Hospitality & Tourism Administration
Volume: Volume 14
Issue: Issue 3
Publication Date: July 2013
Start Page: 203
End Page: 232
Published online: 22 Aug 2013
ISSN: 1525-6480
Author: Ivan Wena*
Affiliations:
a School of Travel Industry Management, University of Hawai'i at Mānoa , Honolulu , Hawaii , USA
Abstract: This study examines the impact of three attributes (perception of convenience, perception of merchandise options, and perception of value) on travelers' attitudes toward different Online agencies Online shopping for travel products and the impact of Online shopping experiences on their Online purchase intentions. The collected data arises from an Internet survey of registered members of an Online travel service company that caters to leisure travelers. The study finds that perceptions of convenience and value are two valid dimensions that measure travelers' attitudes. Findings also confirm that those two attitudes' attributes and travelers' Online shopping experiences exert significant influence on their Online purchase intentions. Travelers have a more positive attitude toward travel portal websites than toward companies' branded websites in terms of perception of convenience, perception of merchandise options, and perception of value.
Accepted: 1 Apr 2011

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