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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

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Mohseni, S., Jayashree, S., Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611, Kasim, A. and Okumus, F. (2018) 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, 21 (6). pp. 616-645. ISSN Print: 1368-3500 Online: 1747-7603

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Official URL: https://www.scopus.com/inward/record.uri?eid=2-s2....

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. © 2016 Informa UK Limited, trading as Taylor & Francis Group.

Item Type:	Article
Additional Information:	Staff and students at the University of Worcester can access the full-text of the online published article via the official URL. External users should check availability with their local library or Interlibrary Requests Service.
Uncontrolled Discrete Keywords:	consumption behavior, Internet, leisure industry, model, numerical model, questionnaire survey, risk perception, shopping activity, tourism market, tourist attraction, World Wide Web
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Related URLs:	Publisher https://library.worc.ac.uk/
Depositing User:	Sajad Rezaei
Date Deposited:	17 Jan 2020 13:50
Last Modified:	17 Jun 2020 17:34
URI:	https://eprints.worc.ac.uk/id/eprint/9056

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