Understanding relationship quality and online purchase intention in e-tourism: A qualitative application |
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Authors: | Chou-Kang Chiu |
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Institution: | (1) Ching Kuo Institute of Management & Health, 336, Fu Hsin Rd, Keelung, Taiwan, ROC |
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Abstract: | This study explores the formation of relationship quality and online purchase intention in the service context of tourism,
and a model is also introduced. This study tries to conceptualize a model based on a mediating mechanism of relationship quality
that may be applied to understand online purchase intention in tourism. Learning the critical role of relationship quality
in e-tourism can guide tour service providers to design different strategies for different online customers, and consequently
achieve high customer online purchase to tourist service and product. In the proposed model of this study, the perceived incentive,
perceived service quality, perceived ease of purchasing and perceived usefulness influence customer online purchase intention
indirectly via the mediation of relationship quality. Additionally, five propositions are derived accordingly based on the
proposed model and literature review. Finally, discussion, limitation and future research are also provided. |
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Keywords: | Tourism Online purchase intention Relationship quality Perceived ease of purchasing Perceived usefulness |
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