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Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention


Mohseni, Shahriar and Jayashree, Sreenivasan and Rezaei, Sajad and Kasim, Azilah and Okumus, Fevzi (2016) Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism. pp. 1-30. ISSN 1368-3500

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Abstract

This article aims to examine the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention from travel websites. Built upon the theory of consumers’ perceived risk, a theoretical model was proposed and a questionnaire was developed. The fieldwork utilized responses from 409 participants who purchased travel items from websites of Malaysian travel companies. Partial least square (PLS) path modelling approach, a variance-based structural equation modelling (VB-SEM), was used to assess the overall goodness-of-fit tests, measurement and structural model. The results highlight different aspects related to the effectiveness and attractiveness of travel companies’ websites. Its unique finding highlights the importance of personal value as a user characteristic factor that can strongly affect online purchase intention. In addition, by combining user characteristics and website characteristic and examining them in a single model, this study provides a clear multidimensional picture of causal relationship between latent constructs in an online travel purchase context.Theoretical and practical implications of study results are discussed and suggestions for future research are provided.

Item Type: Article
Uncontrolled Keywords: travel, website brand, personal value, online shopping experience, perceived risk, purchase intention, online travel agent
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
T Technology > TK Electrical engineering. Electronics Nuclear engineering
Divisions: School of Tourism, Hospitality & Environmental Management
Depositing User: Prof. Dr. Azilah Kasim
Date Deposited: 05 Feb 2017 02:51
Last Modified: 05 Feb 2017 02:51
URI: http://repo.uum.edu.my/id/eprint/20840

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