2012 - Shopping Orientation and Online Travel Shopping- the Role of Travel…
2012 - Shopping Orientation and Online Travel Shopping- the Role of Travel Experience.pdf
due to the huge amount of information available, search- ing for travel-related information on the Inter- net has become increasingly popular among travel consumers (Xiang and Gretzel, 2010).
From a travel man- ager’s point of view, it is important to under- stand when and why potential travel purchasers use the Internet for travel shop- ping and to what extent browsing online is related to purchasing online.
The purpose of this paper is to investigate the impact of con- sumers’ shopping orientation on their propen- sity to use the Internet for shopping travel products.
CONCEPTUAL MODEL AND RESEARCH HYPOTHESES
Online travel shopping: both searching and booking?
the Internet makes it possible for the traveler to fulfill the necessary purchase transactions in a convenient way without having to visit the conventional travel agen- cies.
Hypothesis 1: Researching travel prod- ucts online is positively related to online purchase of travel products.
As a high-priced and intangible product, purchasing travel products is often associated with high-level of insecurity and characterized as a problem- solving process (Swarbroke and Horner, 1999)
Hypothesis 2: Perceived risk of purchas- ing travel products online is negatively related to online purchase of travel products.
Consumers’ shopping orientation
it is generally found that online shops attract shoppers with certain shopping orientation (Vijayasarathy, 2001).
Wolfinbarger and Gilly (2001) showed that these two reasons are also typical for online shoppers.
Hypothesis 3: Information orientation is positively related to online search.
the consumers who value conve- nience are more likely to shop online instead of in-store shopping (Donthu and Garcia, 1999; Childers et al., 2001; Rohm and Swaminathan, 2004).
Hypothesis 4: Time-saving orientation is negatively related to online search.
Hypothesis 5: Time-saving orientation is positively related to online purchasing.
Price savings have been evidenced as one of the major factors drawing consumers to the online stores (Reibstein, 2002).
Hypothesis 6: Price-saving orientation is positively related to online search
Hypothesis 7: Price-saving orientation is positively related to online purchasing.
On the Internet, the consumer can self-build a personalized travel package.
Hypothesis 8: Personalized orientation is positively related to online search
Hypothesis 9: Personalized orientation is positively related to online purchasing
In a travel shopping context, it is likely that a travel consumer enjoys the social interaction with sales personnel in the travel store or simply enjoys the store atmosphere (Rohm and Swaminathan, 2004).
Hypothesis 10: Store-enjoyment orien- tation is negatively related to online purchase
In a travel purchase setting, it seems likely that the more experienced traveler needs less information before buying her/his vacation.
Hypothesis 11: Travel experience is posi- tively related to personalized orientation
Hypothesis 12: Travel experience is nega- tively related to information orientation
Hypothesis 13: Travel experience is posi- tively related to online search for travel products
Hypothesis 14: Travel experience is posi- tively related to online purchase of travel products
Hypothesis 15: Travel experience is nega- tively related to perceived risk of pur- chasing travel products online
102 males and 154 females
aged from 17 to 70 years old
DISCUSSIONS AND IMPLICATIONS
a positive relationship between online search and online purchasing, suggest- ing that travelers searching online for travel related information are more likely to purchase their travel products online.
Perceived risk is negatively related to travel consumers’ intentions to purchase travel products online.
travel experience is a strong predictor of online travel shopping (search and purchase)
travel experience has a positive effect on personalized orien- tation.
Time-saving orientation was not related to online shopping.
the traveler’s personalized orientation is posi- tively related to online search but not to online purchase.
store-enjoyment ori- ented consumers are less likely to purchase their travel products online
frequent and experienced travelers are the most likely to search and purchase their travel products online
Internet users from Denmark
the list of shopping orientation dimensions suggested in this study may not be exhaustive
the role of shopping orientation was investigated in a general setting without taking into account possible differences across demo- graphics (e.g. gender or age groups) or product types (e.g. low-risk purchases, as for example flights, lodging and car rentals, opposed to high risk purchases, like e.g. overseas travel packages).