The effect of marketing activities, benefits, risks, confusion due to over-choice, price, quality and consumer trust on online tourism purchasing

Pappas, Nikolaos (2015) The effect of marketing activities, benefits, risks, confusion due to over-choice, price, quality and consumer trust on online tourism purchasing. Journal of Marketing Communications, 23 (2). pp. 195-218. ISSN 1352-7266

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Abstract

The paper focuses on website vendors and three fundamental aspects, which influence price quality and trust, the major factors that affect purchasing intentions amongst online consumers. The three fundamental aspects in question are: perceived benefits, risks and confusion due to over-choice. The purpose of the study is to examine the influence of these three aspects on consumers' trust and their online purchasing intentions, and also to evaluate their interrelationship with marketing activities. Using the Theory of Planned Behaviour, the research focuses on holidaymakers (N = 735) who bought at least one component of their vacation using the Internet. The research implements Confirmatory Factor Analysis and uses Structural Equation Modelling. The findings indicate the importance of direct marketing and of the brand names of e-retailers and products. They also pinpoint the significance of online buying convenience and of the provision of sufficient product information. Moreover, they reveal the influence of safety and security issues, of the instilment of trust, and of price and quality in relation to purchasing intentions. The research contributes to a better understanding of online tourism decision-making, identifies website vendor characteristics that are important to online consumers and presents a number of managerial implications.

Item Type: Article
Additional Information: © 2015 Taylor & Francis. This is an Author's Accepted Manuscript of an article published in the Journal of Marketing communications, Volume 23, Issue 2, available online at: https://doi.org/10.1080/13527266.2015.1061037.
Uncontrolled Keywords: theory of planned behaviour, travel and tourism, website vendors, online consumers, decision-making, trust
Subjects: Hospitality and tourism
Depositing User: Nikolaos Pappas
Date Deposited: 19 Nov 2015 21:44
Last Modified: 31 Mar 2017 13:35
URI: http://repository.uwl.ac.uk/id/eprint/1356

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