2015 - An integrative model of consumers' intentions to purchase…
2015 - An integrative model of consumers' intentions to purchase travel online.pdf
Information Communication Technologies (ICTs) have been changing the tourism industry ever since the 1980s (Buhalis & Law, 2008),
One of the most significant transformations was that the Internet represented a new and potentially powerful communica- tion and distribution channel for travel suppliers (Law, Leung, & Wong, 2004; Morrison, Jing, O'Leary, & Cai, 2001),
The Internet is now an important distribution channel for travel (Lee & Morrison, 2010)
The findings will help online travel providers to better un- derstand travellers' online behaviour.
Intentions to purchase travel online
Intention to behave has been postulated as the best predictor of behaviour (Moital, Vaughan, & Edwards, 2009).
Attitude towards online travel shopping
Bigne et al. (2010): attitude had the stronget effect on intentions to purchase travel online.
Communicability is related to the influence of family and friend (Morrison et al., 2001).
perceived ease of use affected consumer's attitude towards online travel agencies (Cho & Agrusa, 2006)
Christou and Kassianidis (2003) and Li and Buhalis (2006) also found that perceived compatibility was positively associated with intentions to purchase travel online
Perceived behavioural control
Bigneetal.'s(2010): perceived behavioural control construct did not directly influence users' intention to purchase airline tickets online.
Hernandez, Jimenez, and Martín (2009): individuals who felt they had the capability of purchasing online would perceive online shopping as easier to use.
Perceived relative advantage
The perceived relative advantages of online travel shopping have been found to affect intentions to purchase online (Christou & Kassianidis, 2003)
a relationship that has never been explored in online shopping is the one between perceived relative advantages and trust.
Jensen (2012) found that perceived risk was negatively related to consumers' intention to purchase travel online.
Wen (2010): consumers' trust in online shopping had a positive effect on intentions to purchase travel online
Kamarulzaman (2007) did not find a direct effect on the adoption of online travel shopping
Sampling and data collection
July 17th and September 12th of 2012
Questionnaire and measurements
The first section contained questions directed to the scale items (indicators)
The last section of the questionnaire contained questions regarding respondents' demographic characteristics,
Partial least squares structural equation modelling (PLS-SEM), using the SmartPLS 2.0 programme
The first step includes the assessment of the measurement (outer) model
The second step involves the assessment of the structural (inner) model
internal consistency reliability
determining indicator reliability
proposed for second-order constructs
Inner model assessment
Conclusions and implications
this study has made several advances.
Integrating several theoretical models and validates the integration of these theories in the context of online travel shopping.
the IDT is superior to TAM, since adding compatibility increases the explained variance.
that perceived relative advantages and complexity (similar to perceived usefulness and perceived ease of use, respectively, from the TAM) are important predictors of attitude towards online shopping.
perceived behavioural control can be conceptualised as a second-order construct
that perceived relative advantages can be operationalised as a multidimensional construct
perceived behavioural control affects intentions to purchase travel online.
convenience and time saving are also important advantages for travellers to purchase travel online.
The second most important predictor of intentions to purchase travel online in the model is the Internet user's compatibility.
the important role that perceived risk plays in purchasing travel online.
Trust presents a statistical significant impact on intentions to purchase travel online.
Limitations and future research
The replication of this study with a more balanced proportion of Internet users regarding the country of residence would be desirable.
further studies should study online purchasing motivations considering distinct travel product categories, rather than considering travel as one category.
it did not consider cross- cultural issues.
Future research should assert this relationship between intentions to purchase travel online and actual behaviour,