An Empirical Study of an Online Travel Purchase Intention Model

This study empirically tests a structural model of factors affecting consumers' online purchase intentions for travel products. The findings indicate that information quality, service quality, and system quality are valid measurements to evaluate the quality of travel-oriented website designs. In terms of travelers' perceptions, convenience, value, and merchandise options are three effective measurements of travelers' attitudes toward purchasing travel products online. Quality of travel website design, travelers' attitudes, and customers' satisfaction demonstrate significant influence on travelers' purchase intentions. Travelers' attitudes and customers' satisfaction also serve as strong mediators for the links between quality of travel website design and purchase intentions. Future research can capitalize on this study as a basis to formulate other models or to create a new model to test tactics that can increase travelers' repurchase intentions and strengthening consumers' e-loyalty.     

The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors

With the increasing popularity of online shopping and being the most populated country in the world, China is one of the major online markets now and is likely to become the largest market in the future. In the academic literature, website quality has generally been recognized as a critical step to drive business online. As such, numerous studies have been devoted to website quality and evaluations. Research efforts are, however, in need of understanding the use of websites in regards to online customers’ behavior, especially Chinese customers. This study developed and empirically tested a conceptual model of the impact of website quality on customer satisfaction and purchase intentions. Results indicated that website quality has a direct and positive impact on customer satisfaction, and that customer satisfaction has a direct and positive impact on purchase intentions. While the influence of website quality on purchase intentions exists, customer satisfaction does significantly mediate this effect. Drawing on the empirical findings, managerial implications and recommendations for future research are offered.     

Perceptions of Functionality and Usability on Travel Websites: The Case of Chinese Travelers

Despite the large increase in the amount of online purchases of travel-related products in recent years, previous studies on travel website analysis have concentrated mainly on assessing the quality of travel websites, customer purchase behavior, and website content analysis. In the context of Mainland China (hereafter known as China), with growing wealth of her citizens and the inclination to travel, more Chinese travelers have been, and will probably be, visiting worldwide destinations. In addition, many Chinese travelers will use the Internet to search, and subsequently to purchase, travel-related products and services. This study makes an attempt to analyze Chinese online buyers and online browsers on their perceived importance of travel website functionality (content) and usability (design) and their specific factors. Online buyers (e-buyers) are the Internet users who have previously purchased on travel websites, whereas online browsers (e-browsers) are the Internet users who have browsed travel websites but without making any purchases. The research findings showed that e-buyers did not differ significantly from e-browsers in most of the included factors. The findings of this research are expected to assist travel website developers to improve their websites and to attract more e-travelers.     

Impact of hotel website quality on online booking intentions: eTrust as a mediator

Growing competitiveness in the marketplace pushes hoteliers to fully take advantage of their websites as a marketing tool. This study proposed that a trusting relationship with customers could be developed by investing in hotel website development. A research model that incorporates hotel website quality, eTrust, and online booking intentions was put forward. The software AMOS 20.0 was adopted to analyze the proposed inter-variable relationships. Statistical results demonstrated that hotel website quality is a strong predictor of eTrust which then also mediates the relationship between website quality and consumers’ online booking intentions. Implications were offered for practitioners based on the results.     

Linking Website Interactivity to Consumer Behavioral Intention in an Online Travel Community: The Mediating Role of Utilitarian Value and Online Trust

Although prior studies have shown that perceived website interactivity plays an important role in positive behavioral intentions of online customers, the underlying psychological mechanisms remain unclear. Therefore, the purpose of this study was to examine the mediating role of utilitarian value and online trust in relationship between perceived website interactivity and repurchase intention in an online travel community. Data were collected from 227 customers who had purchased travel-related products on any online travel website within the past 12 months. The empirical results supported all study hypotheses. As predicted, utilitarian value and online trust fully mediate the relationship between perceived website interactivity and repurchase intention. Theoretical and practical implications are discussed.     

Customer satisfaction using low cost carriers

Low cost carriers (LCCs) have a competitive advantage over full service carriers (FSCs) in several nations due to their lower fares and similar levels of service quality. Not all customers' needs are alike, and the market characteristics found in the LCCs industry may influence customers' attitudes. Thus, this study examines the relative importance of perceived service quality and the relationship between perceived service quality, customer satisfaction and behavioral intention using multidimensional methods. The results from this study indicate that the significant dimensions of customer satisfaction are tangibles and responsiveness. In addition, the study confirms the significant consequences of customer satisfaction including word-of-mouth communication, purchase intentions, and complaining behavior. Based on these results, carriers should develop tangibles and responsiveness for the enhancement of customer satisfaction and behavioral intentions.     

Event Quality,Perceived Value,Destination Image,and Behavioral Intention of Sports Events: The Case of the IAAF World Championship,Daegu, 2011

This study proposes a conceptual model to investigate visitors' perceptions of an event's quality according to value and the destination image, and visitors' resulting behavioral intentions in the context of a mega-sports event. This study also examines whether or not perceived value and destination image determine visitors' future behavioral intentions. Using structural equation modeling analysis, this study determines that an event's quality and its perceived value have a significant effect on behavioral intentions. Moreover, perceived value exerted a direct influence on behavioral intentions, and destination image determined visitors' perceptions of value. However, the impact of destination image had an insignificant effect on behavioral intentions. The implications have merit for academic researchers and sports event organizers.     

An empirical study on the influence of economy hotel website quality on online booking intentions

This study investigates the potential theoretical relationships among economy hotel website quality, eTrust, and online booking intentions in China. A questionnaire survey was performed, and 298 samples were collected from the users of three economy hotel websites (7 days, Home Inns, and Hanting Hotel) in Guangzhou, China. Results of a detailed data analysis demonstrate the influence of the four dimensions of economy hotel website quality (usability, ease of use, entertainment, and complementarity) on eTrust and online booking intentions. Specifically, (1) the usability, entertainment, and complementarity of economy hotel websites significantly positively affected eTrust; on the contrary, the influence of ease of use on eTrust was insignificant; (2) complementarity showed a more positive influence than the three other attributes on online booking intentions; and (3) eTrust significantly positively influenced online booking intentions. These findings contribute to economy hotel online marketing in China by bridging the gap between the exploration of hotel website quality and its influence on online booking intentions.     

Smooth Sailing?: Passengers' Assessment of Cruise Brand Equity

This study proposes and tests the influence of the cruise ship brand equity model on behavioral intentions by utilizing the constructs of brand loyalty, image, awareness, message, and perceived quality. The study found overall that brand loyalty and perceived quality were most influential on the behavioral intentions of cruise passengers. Specifically, repeat purchase intentions, the likelihood of recommending the brand to others, and brand preference were found to be significant in the model. The finding is consistent with extant literature which credits brand loyalty with being the most influential variable on cruise passenger's behavioral intentions. Brand image was the most highly correlated construct with behavioral intentions and was found to lack discriminant validity although theory distinguishes the two as separate constructs. The results from this study may be useful to cruise line corporations, particularly in formulating successful marketing campaigns and in encouraging relationship building with customers.     

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

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.     

Understanding user experiences of online travel review websites for hotel booking behaviours: an investigation of a dual motivation theory

Online travel review websites (a form of social media) have become an important information source for online travellers. However, previous studies have mainly focused on the issue of the adoption of social media websites. Recognising the theoretical gap in tourism, this paper tries to understand users’ experiences in using social media, associated with user satisfaction and determining the success of an information system. The findings of this research indicate that, in accordance with the motivation theory, both extrinsic (i.e. the argument quality of consumer reviews) and intrinsic (i.e. the credibility of the source) motivation play important roles that enhance user satisfaction. Specifically, the completeness, relevance, flexibility, and timeliness of the argument quality as well as the trustworthiness of source credibility positively influence user satisfaction, leading to intentions to reuse the website and purchase the tourism product. Practical implications for online tourism marketers are also discussed.     

Wine attributes,perceived risk and online wine repurchase intention: The cross-level interaction effects of website quality

It is vital for the successful web-based wine business to reduce perceived risk associated with online wine purchasing because it negatively affects repurchase intention. Randomly obtained data from 457 U.S. consumers identified as having purchased wine online was analyzed using hierarchical linear modeling (HLM) to determine the relationships between key wine attributes, perceived risk and online wine repurchase intention. Results confirmed that sensory and origin-related attributes positively influence perceived risk. The cross-level interaction role that wine website quality plays upon the relationship between wine attributes and perceived risk was also examined. Results revealed that information quality and service quality moderate the impact of the origin attribute, which in turn reduces perceived risk with online wine shopping. These findings offer useful implications for online wine website managers to develop more effective website frameworks.     

The information quality and source credibility matter in customers’ evaluation toward food O2O commerce

This study examines customer’s decision making when purchasing food product through O2O commerce applying the elaboration likelihood model (ELM) and the technology acceptance model (TAM). Further, this research investigates which information processing path, central route (information quality) or peripheral route (source credibility), is related to purchase frequency. Results of the data analysis demonstrate (1) the positive relationship between information quality, perceived usefulness, and perceived ease of use; (2) the significant relationship between source credibility, perceived usefulness, and perceived ease of use; (3) the significant influence of perceived usefulness and perceived ease of use on customer trust; and (4) the significant relationships among customer trust, attitudes, and behavioral intentions. In addition, customers with high purchase frequency tend to process messages via the central route, while customers with low purchase frequency focus on the peripheral route. These findings provide theoretical and managerial implications that contribute to O2O commerce marketing.     

Effects of Picture Presentations on Customers' Behavioral Intentions on the Web

SUMMARY

As the Web is becoming a major communication channel to bridge hotels and customers, great marketing efforts have been made to attract new customers and repeat business. A wide variety of studies have been conducted to identify factors that could affect customers' purchase behavior on the Web. Little research, however, has been documented that assessed the effects different pictures presented on the Web had on customers' online purchase behavior. Based on the content analyses with 203 existing hotel Websites, this study examined the potential effects of Website format, Website contents, and Website realism on customers' behavioral intentions. Results indicate that the content and realism of picture presentations are important predictors of customers' attitudes toward the Website. The attitudes appear to be a strong predictor of behavioral intentions on the Web. Suggestions and implications are included for the lodging industry and future research.     

Customer Satisfaction and Behavioural Intentions in a Rural Community Museum Environment

Abstract

This paper examines a cornerstone concept of mainstream marketing theory relating to the importance of customer satisfaction as an influence on future behavioural intentions. The underlying premise is that visitors to a tourist attraction whose expectations are met or exceeded will be satisfied with their experience, and that the degree of perceived satisfaction will positively correlate with their stated intention to repeat purchase and to recommend the experience to others. This paper reports an exploratory project to test the above proposition within a tourism industry context, specifically with reference to the museum sector. The study measures visitor satisfaction levels and future intentions to revisit or recommend the Matakohe Kauri museum in Northland, New Zealand-a rurally isolated tourist attraction which is heavily dependent on referrals to support its continued existence. Research was undertaken by means of a two part structured interview technique, conducted on site with 141 respondents on six separate days in September and October 1996. Visitor expectations were established by questioning prior to entry, whilst a subsequent exit interview captured respondents' perceived degree of satisfaction with their visit. The second interview included a measure of stated intention to return and to recommend the museum to others. Provisional indications are that perceived levels of satisfaction have little bearing on the visitor's stated intention to return to the attraction; however, a significant relationship exists between perceived satisfaction and intention to recommend to others. The results of this research will prove valuable as a foundation for a recommended programme of further research to more rigorously assess the performance of customer satisfaction theory within a rural folk museum environment.     

Exploring the online buying behavior of specialty food shoppers

Food producers are experiencing a fast-growing need to use the Internet to enhance competitive advantage. Past researchers have urged the need to understand market segmentation mechanisms as applied to different consumer behavior models to better understand the online buying behavior of consumers. This study integrates the Theory of Planned Behavior and food-related lifestyle to explore consumer's characteristics of online specialty food buying behavior, and the differences in the online buying process among consumers with different FRL. 569 undergraduate students who purchased specialty food online were surveyed. Findings indicated that consumers have positive attitudes toward purchasing specialty food online; more are inclined to heed the suggestions of others, perceive higher levels of control when using a website, and experienced a higher intention to purchase online. The study then classified consumers into ‘traditionalists’ or ‘adventurous and healthy-conscious’ groups based on their FRL via a two-step cluster analysis. These two groups of consumers had significant differences in terms of (a) attitudes toward online specialty food buying, (b) subjective norms, (c) perceived control, (d) behavioral intention, (e) demographics and (f) online specialty food-buying behavior. This investigation explored whether there is a correlation between consumer FRL and online specialty food-buying behavior. Findings reveal relevant ways for managers to enhance their website marketing strategies.     

The impact of tourism activity type on emotion and storytelling: The moderating roles of travel companion presence and relative ability

This research starts by distinguishing how different emotion components may be stimulated by different product types. Based on initial findings, a conceptual model is developed and tested that investigates a tourist's emotional arousal as a mediating variable between the tourism activity type and subsequent storytelling intentions. Based on social facilitation theory and self-expansion model, this research further investigates the potential moderating effect of having a travel companion and that companion's relative ability related to the tourism activity type on the impact of tourism activity type on emotional arousal. Four experiments are used to test the hypothesized relationships. Findings indicate that an experiential purchase has a greater effect on emotional arousal (not pleasure) than the purchase of a physical good. A more challenging(relaxing) tourist activity has a stronger(weaker) positive impact on emotional arousal and a tourist's storytelling intentions. Emotional arousal fully mediates the effect of tourism activity type on storytelling intentions. Having a travel companion, or not, was found to moderate the relationship of tourist activity type and emotional arousal. A challenging tourism activity has a stronger positive effect on a tourist's arousal when traveling with a companion. The arousal effect of engaging in a challenging tourism activity is attenuated when traveling alone. Moreover, based on the moderating effect of having a companion, or not, the perceived ability of a travel companion regarding the type of activity engaged in, was also found to moderate the link between activity type and emotional arousal. The greater the traveling companion's relative perceived ability, the greater the effect on emotional arousal for challenging tourism activities. This effect is attenuated when the ability of the traveling companion is perceived as less than that of the tourist. The paper closes with a discussion of theoretical contributions and managerial implications derived from the findings.     

Investigating the Structural Relationships Between Food Image,Food Satisfaction,Culinary Quality,and Behavioral Intentions: The Case of Malaysia

This study was designed to test a theoretical model determining the relationships among tourists' perceived food image, food satisfaction, culinary quality, and behavioral intentions. The structural relationships between the variables were examined by adopting a structural equation modeling (SEM) approach, and the empirical data was collected in Malaysia. Analysis of findings revealed that (a) tourists' perceived food image played a role in directly influencing food satisfaction and quality of culinary experience (culinary quality); (b) food image influenced tourists' behavioral intentions through culinary quality; (c) tourist satisfaction with their food experience directly affected perceived quality of their culinary experience and behavioral intentions; and (d) tourists' behavioral intentions were directly affected by their evaluation of culinary quality. This study concluded that food was an imperative contributor in destination tourism due to its capability in influencing tourists' perceived image, food satisfaction, culinary quality, and consequently impacting tourists' behaviors in the selection of a travel destination.     

Structural effects of cognitive and affective reponses to web advertisements,website and brand attitudes,and purchase intentions: The case of casual-dining restaurants

This study investigates the structural relationships among responses to website advertisements, website attitudes, brand attitudes, and purchase intentions in the case of web advertisements for casual-dining restaurants. Responses toward advertising (Rad) factors were categorized as cognitive responses and affective responses. The SEM model in LISREL was used to examine the interrelationships among the proposed hypothesized constructs. Several empirical results were obtained. First, Rad had a positive effect on website attitudes. Second, website attitudes had a positive effect on brand attitudes. Third, brand attitudes had a positive effect on purchase intentions. Finally, some discussion and implications of the study are provided.     

Exploring the visitors' decision-making process for Airbnb and hotel accommodations using value-attitude-behavior and theory of planned behavior

Accommodation purchase decision is a complex field that makes predictions of revisit intentions hard to examine. Our work explores psychological factors motivating visitors' decision-making concerning accommodation purchases by integrating the theory of planned behavior and value-attitude-behavior model. Using a group of multiple informants in Swiss universities, we performed partial least squares structural equation modeling to assess the impacts of subjective norm, attitude and perception of quality on visitors' revisit intention and loyalty in Airbnb and hotel contexts. Although the influence of said factors on purchase decisions varies in the two contexts, results suggest that subjective norm has an indispensable role in prompting revisit intention towards Airbnb and hotel accommodations. This paper's findings advance our understanding of visitors' decision-making processes concerning traditional hotels and accommodation establishments operating in sharing economy platforms.