Factors affecting the online travel buying decision: a review
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 21 August 2009
Abstract
Purpose
The purpose of this paper is to review the literature on theories affecting consumers' online purchase intention of travel products. It seeks to explore the literature on the theoretical foundation of factors influencing customers' online purchase intentions in general and in the travel industry specifically. It also suggests areas for further research on online travel buying decisions.
Design/methodology/approach
The conceptual framework of factors affecting customer online buying decisions – including customers' attitudes, quality of web site design, customer satisfaction, and customer trust – is developed by examining the theoretical foundation for each online purchase intention of travel product. The theoretical foundations and literature review include discussions of the theory of planned behavior, consumer trust literature, quality of travel web site design, and consumer satisfaction literature.
Findings
The paper identifies antecedents of consumers' online purchase intention, including three domains of measuring e‐commerce web site design – consumer trust, consumers' attitude perception, and consumer satisfaction – and applies them to the travel and tourism field.
Originality/value
The paper proposes a conceptual framework of factors affecting online consumer travel purchasing. Using actual data, researchers can empirically test relationships among the factors in this framework and identify possible future research areas for each factor.
Keywords
Citation
Wen, I. (2009), "Factors affecting the online travel buying decision: a review", International Journal of Contemporary Hospitality Management, Vol. 21 No. 6, pp. 752-765. https://doi.org/10.1108/09596110910975990
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited