Factors Influencing Purchase Intention for Online Travel Products - Case Study of Taiwanese Consumers

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Author
Lin, Pei-Jung
Date
2010Type
Thesis
Publisher
University of Wales
Metadata
Show full item recordAbstract
The Internet has dramatically changed how people communicate,
search for information, make decisions and purchase goods/services.
Travel product has distinguishing features which make them particularly
receptive to the Internet benefits. Although the Internet provides
benefits for information searching and product purchasing, there are
perceived barriers that customers may encounter while using the
Internet for travel purchase, which, to some extent, impeded the growth
of online travel sales.
Several factors influence purchase intention for online travel products,
e.g. social factors which contextualize online purchase. Trust influences
consumer behaviour and is significant in e-commerce. This thesis
develops a framework for investigating factors influencing Taiwanese
consumers’ purchase intention for online travel products emphasizing
the role of trust and providing a holistic view of online consumer
purchase decision-making processes incorporating trust, culture and
various supply/demand side factors and their influence on online travel
purchase intention.
A case study investigates Taiwanese consumers’ online travel purchase
behaviour. Multi-methods enable triangulation: in-depth interviews and
participant observation explore consumers’ online travel purchase
experience and perceptions of travel websites; questionnaire and
projective technique interviews investigate attitudes and perceptions
identified in the questionnaire survey and their effect on travel purchase
intention.
The findings suggest trust significantly impacts online travel purchase
intention. Trust cab be built by supply-side factors: vendor’s reputation
and website design. If consumers feel online travel companies care
about mutual benefits, trust is more likely to be forged. Cultural factors
impact on consumer purchase intention. Consumers often visit and feel
more comfortable purchasing from websites recommended by family
and friends.
This research helps understand trust by explaining factors promoting
trust in online travel purchase contexts. Since perceptions of travel
website information quality, vendor’s reputation, and recommendations
from family and friends strongly predict trust, Taiwanese online travel
companies should focus on them to increase trust and ultimately online
transaction volume.
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