A Study of Factors Influencing Online Purchasing Intention within E-tourism Setting
Abstract
Tourism is considered as significant issue in the economy of Malaysia. Online channels usually offer great opportunities for customers to get relevant information regarding the e-tourism and technology. Tourism websites are considered as the fundamental principles in attracting more tourists. However, purchase intention through websites is not only dependent on the website characteristics, but it also depends on consumer-related factors like experience that might affect the purchasing intention. This study proposes and validates a model that aggregate two facets namely, website and consumer-side factors in conjunction with purchasing intention from tourism websites. Findings of the study shows that website and consumer factors strongly associates with purchasing intention from tourism websites. Website navigability and security (website characteristics, as well as experience (consumer-side factor) are proven to have effect on the purchasing behaviors of tourists. However, website quality does not interact with purchasing intention. Furthermore, the study signifies that only high quality website cannot ensure continuance purchasing behavior. Consequently, underlying factors such as information richness and trust need further investigation.
References
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[45] Lin, C.T. 2010. Examining e-travel sites: an empirical study in Taiwan. Online Information Review, 34(2): 205-228.
[46] Ling, K.C., Chai, L.T., and Piew, T.H. 2010. The effects of shopping orientations, online trust and prior online purchase experience toward customers’ online purchase intention. International Business Research, 3(3): 63-76.
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[59] Saha, A. 2015. The impact of online shopping upon retail trade business. IOSR Journal of Business and Management, pp. 74-78.
[60] Sam, M., Fazli, M., and Tahir, M.N.H. 2009. Website quality and consumer online purchase intention of air ticket. International Journal of Basic & Applied Sciences IJBAS-IJENS, 9 (10): 4-9.
[61] Samadi, M., and Yaghoob-Nejadi, A. 2009. A survey of the effect of consumers’ perceived risk on purchase intention in e-shopping. Business Intelligence Journal, 2(2): 261-275.
[62] San Martín, H., and Herrero, Á. 2012. Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33(2): 341-350.
[63] Sekaran, U., and Bougie, R. 2016. Research Methods for Business: A Skill Building Approach. John Wiley & Sons.
[64] Shim, S., and Drake, M.F. 1990. Consumer intention to utilize electronic shopping: The Fishbein behavioral intention model. Journal of Direct Marketing, 4(3): 22-33.
[65] Shim, S., Eastlick, M.A., Lotz, S.L., and Warrington, P. 2001. An online prepurchase intentions model: The role of intention to search: Best Overall Paper Award—The Sixth Triennial AMS/ACRA Retailing Conference, 2000, Journal of Retailing, 77(3): 397-416.
[66] Tsai, Y.C., and Yeh, J.C. 2010. Perceived risk of information security and privacy in online shopping: A study of environmentally sustainable products. African Journal of Business Management, 4(18): 4057-4066.
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[2] Ajzen, I., and Fishbein, M. 1980. Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice Hall.
[3] Aladwani, A.M., and Palvia, P.C. 2002. Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39(6): 467-476.
[4] Al-Maskari, A., and Sanderson, M. 2011. The effect of user characteristics on search effectiveness in information retrieval. Information Processing & Management, 47(5): 719-729.
[5] Aziz, N.A., Musa, G., and Sulaiman, A. 2010. The influence of predictors on travel web site adoption among Malaysian travelers. African Journal of Marketing Management, 2(6): 107-122.
[6] Bahmanziari, T. 2011. Risky choice in the ecommerce environment: A test of probabilistic mental modeling. Journal of Behavioral Studies in Business, 4: 1-31.
[7] Bai, B., Law, R., and Wen, I. 2008. The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3): 391-402.
[8] Bastida, U. and Huan, T.C., 2014. Performance evaluation of tourism websites' information quality of four global destination brands: Beijing, Hong Kong, Shanghai, and Taipei. Journal of Business Research, 67(2): 167-170.
[9] Broekhuizen, T. and Huizingh, E.K., 2009. Online purchase determinants: Is their effect moderated by direct experience? Management Research News, 32(5): 440-457.
[10] Carlos Roca, J., José García, J., and José de la Vega, J. 2009. The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security, 17(2): 96-113.
[11] Chan, G. et al. 2003. Online consumer behavior: a review and agenda for future research. BLED 2003 Proceedings, p.43.
[12] Chan, Y.F.B., Yoke-Cheng, A., and Yousefi, D., 2013. An Exploratory Of Airline E-Ticket Purchasing Intention among Foreign Undergraduates in Malaysia. Journal of Human and Social Science Research, 1(1): 51-61.
[13] Chen, C.W.D., and Cheng, C.Y.J. 2009. Understanding consumer intention in online shopping: a respecification and validation of the DeLone and McLean model. Behaviour & Information Technology, 28(4): 335-345.
[14] Cheng, T.E., Lam, D.Y., and Yeung, A.C. 2006. Adoption of internet banking: an empirical study in Hong Kong. Decision Support Systems, 42(3): 1558-1572.
[15] Chiu, C.M., Chang, C.C., Cheng, H.L., and Fang, Y.H. 2009. Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4): 761-784.
[16] Chou, J.P.C. 2006. Understanding user's perceived playfulness toward mobile information and entertainment services in New Zealand (Doctoral dissertation, Auckland University of Technology).
[17] Chu, K.K., and Li, C.H. 2008. A study of the effect of risk-reduction strategies on purchase intentions in online shopping. IJEBM, 6(4): 213-226.
[18] Collis, J., and Hussey, R., 2013. Business research: A practical guide for undergraduate and postgraduate students. Palgrave Macmillan.
[19] Corbitt, B.J., Thanasankit, T., and Yi, H. 2003. Trust and e-commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2(3): 203-215.
[20] Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. 1989. User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8): 982-1003.
[21] Delone, W.H., and McLean, E.R. 2003. The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4): 9-30.
[22] Dennis, C., Merrilees, B., Jayawardhena, C., and Tiu Wright, L. 2009. E-consumer behaviour. European Journal of Marketing, 43(9/10): 1121-1139.
[23] Doolin, B., Dillons, S., Thompson, F., and Corner, J.L., 2007. Perceived risk, the Internet shopping experience and online purchasing behavior: A New Zealand perspective. Electronic Commerce: Concepts, Methodologies, Tools, and Applications, pp.324-345.
[24] Fesenmaier, D.R., Wöber, K.W., and Werthner, H. eds. 2006. Destination Recommendation systems: Behavioral Foundations and Applications. Cabi.
[25] Fishbein, M., and Ajzen, I. 1975. Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass.: Addison-Wesley.
[26] Flick, K.L. 2009. Assessing consumer acceptance of online shopping: Examining factors affecting purchase intentions (Doctoral dissertation, Northcentral University).
[27] Floh, A., and Treiblmaier, H. 2006. What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry. Journal of Electronic Commerce Research, 7(2): 97-110.
[28] Fornell, C., and Larcker, D.F. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1): 39-50.
[29] Hair, J.F., Black, W.C., Babin, B.J., and Anderson, R.E. 2010. Multivariate Data Analysis: A Global Perspective. New Jersey: Pearson Prentice Hall.
[30] Hartono, E. et al. 2014. Measuring perceived security in B2C electronic commerce website usage: A respecification and validation. Decision Support Systems, 62: 11-21.
[31] HernáNdez, B., JiméNez, J., and Martín, M.J., 2009. Key website factors in e-business strategy. International Journal of Information Management, 29(5): 362-371.
[32] Ho, C.I., and Lee, Y.L. 2007. The development of an e-travel service quality scale. Tourism Management, 28(6): 1434-1449.
[33] Ho, L.A., Kuo, T.H., and Lin, B., 2012. The mediating effect of website quality on Internet searching behavior. Computers in Human Behavior, 28(3): 840-848.
[34] Hsin Chang, H., and Wen Chen, S. 2008. The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6): 818-841.
[35] Jackson, D.L. 2007. The effect of the number of observations per parameter in misspecified confirmatory factor analytic models. Structural Equation Modeling, 14(1): 48-76.
[36] Jarvelainen, J. 2003. The impact of prior online shopping experience on future purchasing channel choice. ECIS 2003 Proceedings, p.58.
[37] Jayawardhena, C., and Foley, P., 2000. Changes in the banking sector–the case of Internet banking in the UK. Internet Research, 10(1): 19-31.
[38] Joshi, P., and Upadhyay, H. 2014. E-Retailing in India: Despite issues, customers satisfied with top retailers. Consumer Voice, 35.
[39] Katerattanakul, P. 2002. Framework of effective web site design for business-to-consumer internet commerce. INFOR: Information Systems and Operational Research, 40(1): 57-70.
[40] Kim, J., Lee, H., and Kim, H. 2004. Factors affecting online search intention and online purchase intention. Seoul Journal of Business, 10(2): 27-48.
[41] Krishna, M.R., Pavan, K. and Gopal, K.V. 2015. Perception of Retailers One-Tailing.
[42] Li, N., and Zhang, P., 2002. Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings, p.74.
[43] Li, Y.H., and Huang, J.W. 2009. Applying theory of perceived risk and technology acceptance model in the online shopping channel. World Academy of Science, Engineering and Technology, 53(1): 919-925.
[44] Liang, T.P., and Lai, H.J. 2002. Effect of store design on consumer purchases: an empirical study of on-line bookstores. Information & Management, 39(6): 431-444.
[45] Lin, C.T. 2010. Examining e-travel sites: an empirical study in Taiwan. Online Information Review, 34(2): 205-228.
[46] Ling, K.C., Chai, L.T., and Piew, T.H. 2010. The effects of shopping orientations, online trust and prior online purchase experience toward customers’ online purchase intention. International Business Research, 3(3): 63-76.
[47] Loiacono, E.T., Watson, R.T., and Goodhue, D.L. 2007. WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3): 51-87.
[48] Lopez-Nicolas, C., and Molina-Castillo, F.J. 2008. Customer Knowledge Management and E-commerce: The role of customer perceived risk. International Journal of Information Management, 28(2):102-113.
[49] Mathwick, C., Malhotra, N., and Rigdon, E. 2001. Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1): 39-56.
[50] Montoya-Weiss, M.M., Voss, G.B., and Grewal, D. 2003. Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science, 31(4): 448-458.
[51] Netemeyer, R., Ryn, M.V., and Ajzen, I. 1991. The theory of planned behavior. Orgnizational Behavior and Human Decision Processes, 50: 179–211.
[52] Ng, K.L. 2000. Dare to fail to succeed. Cnet. com.
[53] Raisian, K., and Yahaya, J. 2015, August. A Research Framework for Environmental Quarry System." In 2nd International Research Management & Innovation Conference (IRMIC 2015) LANGKAWI (pp. 26-27).
[54] Raisian, K., and Yahaya, J. 2016. Security Issues Model on Cloud Computing: A Case of Malaysia. International Journal of Advanced Computer Science and Applications (IJACSA), 6(8): 216-223.
[55] Raisian, K., Ibrahim, O., and Nilashi, M. 2013. Customer Trust Model for Malaysian Internet Banking. Journal of Information Engineering and Applications, 3(13): 48 - 61.
[56] Raisian, K., Yahaya, J., and Deraman, A. 2016. Current challenges and conceptual model of green and sustainable software engineering. Journal of Theoretical and Applied Information Technology, 94(2): 428-443.
[57] Raisian, K., et al. 2016. A model for environmental quarry system based on particles, vibration and noise components. Journal of Environmental Management & Tourism, Volume VII, 2 (14): 185-194.
[58] Ruiz-Mercader, J., MeroñO-Cerdan, A.L., and Sabater-SáNchez, R. 2006. Information technology and learning: Their relationship and impact on organisational performance in small businesses. International Journal of Information Management, 26(1): 16-29.
[59] Saha, A. 2015. The impact of online shopping upon retail trade business. IOSR Journal of Business and Management, pp. 74-78.
[60] Sam, M., Fazli, M., and Tahir, M.N.H. 2009. Website quality and consumer online purchase intention of air ticket. International Journal of Basic & Applied Sciences IJBAS-IJENS, 9 (10): 4-9.
[61] Samadi, M., and Yaghoob-Nejadi, A. 2009. A survey of the effect of consumers’ perceived risk on purchase intention in e-shopping. Business Intelligence Journal, 2(2): 261-275.
[62] San Martín, H., and Herrero, Á. 2012. Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33(2): 341-350.
[63] Sekaran, U., and Bougie, R. 2016. Research Methods for Business: A Skill Building Approach. John Wiley & Sons.
[64] Shim, S., and Drake, M.F. 1990. Consumer intention to utilize electronic shopping: The Fishbein behavioral intention model. Journal of Direct Marketing, 4(3): 22-33.
[65] Shim, S., Eastlick, M.A., Lotz, S.L., and Warrington, P. 2001. An online prepurchase intentions model: The role of intention to search: Best Overall Paper Award—The Sixth Triennial AMS/ACRA Retailing Conference, 2000, Journal of Retailing, 77(3): 397-416.
[66] Tsai, Y.C., and Yeh, J.C. 2010. Perceived risk of information security and privacy in online shopping: A study of environmentally sustainable products. African Journal of Business Management, 4(18): 4057-4066.
[67] Vladimirov, Z. 2012. Customer satisfaction with the Bulgarian tour operators and tour agencies' websites. Tourism Management Perspectives, 4: 176-184.
[68] Wang, C.Y., Chou, S.C.T., and Chang, H.C. 2009 June. The moderating role of utilitarian/hedonic user motivation on user behaviour towards web 2.0 applications. In ECIS (pp. 1430-1441).
[69] Wang, Y.S., Yeh, C.H., and Liao, Y.W., 2013. What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy. International Journal of Information Management, 33(1): 199-208.
[70] Webb, H.W., and Webb, L.A. 2004. SiteQual: an integrated measure of Web site quality. Journal of Enterprise Information Management, 17(6): 430-440.
[71] Xiang, Z., Wöber, K., and Fesenmaier, D.R., 2008. Representation of the online tourism domain in search engines. Journal of Travel Research, 47(2): 137-150.
[72] Yasin, M., Alavi, J., Sobral, F., and Lisboa, J. 2003. Realities, threats and opportunities facing the Portuguese tourism industry. International Journal of Contemporary Hospitality Management, 15(4): 221-225.
[73] Zeithaml, V.A., Parasuraman, A., and Malhotra, A. 2002. Service quality delivery through web sites: a critical review of extant knowledge. Journal of the Academy of Marketing science, 30(4): 362-375.
[74] Zhu, K., Kraemer, K.L., and Dedrick, J. 2004. Information technology payoff in e-business environments: An international perspective on value creation of e-business in the financial services industry. Journal of Management Information Systems, 21(1): 17-54.
Published
2017-10-14
How to Cite
MORADI, Leila et al.
A Study of Factors Influencing Online Purchasing Intention within E-tourism Setting.
Journal of Environmental Management and Tourism, [S.l.], v. 8, n. 4, p. 882-895, oct. 2017.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/1424>. Date accessed: 27 dec. 2024.
doi: https://doi.org/10.14505//jemt.v8.4(20).18.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.