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Predicting Online Travel Purchase Behavior: The Role of Trust and Perceived Risk
Journal of Quality Assurance in Hospitality & Tourism Pub Date : 2021-05-05 , DOI: 10.1080/1528008x.2021.1913693
Mohd Sadiq 1 , Nikhil Dogra 2 , Mohd Adil 2 , Kumkum Bharti 3
Affiliation  

ABSTRACT

Developments in internet and mobile technology during current times have brought about a disruptive change in travel information communication technology (ICT), which in turn has altered the overall business model and consequently tourists’ overall experience. The current study examines travelers’ attitude, intention and behavior toward online travel purchase. It also examines the mediating effect of attitude and moderating effects of subjective norm, perceived risk, and trust. The primary data was collected through an Amazon Mechanical Turk. Findings confirm the role of perceived risk on the attitude-intention gap. Subjective norm positively moderates the link attitude-intention. Besides, trust is also found to be a significant factor which influences attitude, purchase intention, and perceived risk. The findings will be useful for tourism managers and policymakers in designing their offerings, processes and websites that are relevant to the online travel context.



中文翻译:

预测在线旅游购买行为:信任和感知风险的作用

摘要

当前互联网和移动技术的发展带来了旅游信息通信技术(ICT)的颠覆性变化,这反过来又改变了整体商业模式,从而改变了游客的整体体验。目前的研究考察了旅行者对在线旅游购买的态度、意图和行为。它还检验了态度的中介作用和主观规范、感知风险和信任的调节作用。主要数据是通过 Amazon Mechanical Turk 收集的。研究结果证实了感知风险对态度-意图差距的作用。主观规范正向调节链接态度-意图。此外,还发现信任是影响态度、购买意愿和感知风险的重要因素。

更新日期:2021-05-05
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