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Online impulse buying of tourism products: The role of web site personality, utilitarian and hedonic web browsing

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Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611, Ali, F., Amin, M. and Jayashree, S. (2016) Online impulse buying of tourism products: The role of web site personality, utilitarian and hedonic web browsing. Journal of Hospitality and Tourism Technology, 7 (1). pp. 60-83. ISSN 1757-9880

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Official URL: https://www.emerald.com/insight/content/doi/10.110...

Abstract

Purpose – The purpose of this paper is to examine the structural relationship between web site personality, utilitarian web browsing, hedonic web browsing and online impulse buying of tourism products. Design/methodology/approach – A total of 405 valid online questionnaires were collected to empirically test the measurement and structural model using partial least square path modelling approach, a variance-based structural equation modelling technique. The study sample includes experienced online shoppers who performed shopping tourism products and services via internet medium. Findings – The results imply that web site personality is a second-order reflective construct comprising solidity, enthusiasm, genuineness, sophistication and unpleasantness. web site personality positively influences utilitarian web browsing, hedonic web browsing and online impulse buying; and both hedonic web browsing and utilitarian web browsing positively influence online impulse buying. Originality/value – Online impulse buying of tourism products has not been profoundly explored in current literature, despite its important implication for managers, academicians and consumers alike. This study contributes to the field of e-commerce marketing, retailing and e-tourism research.

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 online Library Search. External users should check availability with their local library or Interlibrary Requests Service.
Uncontrolled Discrete Keywords:	perception, tourism products, hedonic web browsing, online impulse buying, utilitarian web browsing, website personality
Subjects:	H Social Sciences > H Social Sciences (General) Q Science > QA Mathematics > QA76 Computer software T Technology > T Technology (General)
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Related URLs:	https://www-emerald-com/
Depositing User:	Sajad Rezaei
Date Deposited:	13 May 2020 10:29
Last Modified:	17 Jun 2020 17:35
URI:	https://eprints.worc.ac.uk/id/eprint/9414

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