What influences the purchase intention of online travel consumers?

Author:

Tam Carlos1ORCID,Pereira Francisca Caetano1,Oliveira Tiago1

Affiliation:

1. NOVA, Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal

Abstract

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.

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management,Geography, Planning and Development

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