What influences the purchase intention of online travel consumers?

What influences the purchase intention of online travel consumers?

Despite its increase in recent years, e-commerce is far from surpassing traditional trade, and the online purchase of travel arrangements is no exception. Using an integrated model founded in theory about consumers’ attitude and behaviour, we studied the behaviour intention of online purchasers of t...

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Veröffentlicht in:Tourism and hospitality research 2024-04, Vol.24 (2), p.304-320
Hauptverfasser: Tam, Carlos, Pereira, Francisca Caetano, Oliveira, Tiago
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Sprache:eng
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Brands
Consumer behavior
Moderation
Purchase intention
Websites
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creator Tam, Carlos
Pereira, Francisca Caetano
Oliveira, Tiago
description Despite its increase in recent years, e-commerce is far from surpassing traditional trade, and the online purchase of travel arrangements is no exception. Using an integrated model founded in theory about consumers’ attitude and behaviour, we studied the behaviour intention of online purchasers of travel services, based on an online questionnaire and the responses of 251 respondents. The results indicate that loading time, security, and visual appeal have a positive influence on website quality and suggest that website quality, trust, and brand image explain behaviour intention. The mediation, moderation, and direct effect are studied, offering insights and both theoretical and practical implications.
doi_str_mv 10.1177/14673584221126468
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subjects Brands
Consumer behavior
Moderation
Purchase intention
Websites
title What influences the purchase intention of online travel consumers?
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