Doctor of Philosophy (PhD)
First Committee Member
Kathleen Pearl Brewer
Number of Pages
The purpose of this research was to develop a comprehensive model to study consumers' online purchase intention of travel products. Related literature reviews suggested antecedents of consumers' online purchase intention including EC travel web site design, past purchase experience, consumer trust, consumer's attitudes toward online shopping of travel products; The model was developed by integrating one existing theoretical model (Shim's Online Pre-purchase Intentions Model) with several important factors which were guided by theories: (1) social cognitive theory, (2) self-efficacy theory, (3) theory of planned behavior (TPB), (4) attitude-behavior consistency theory, (5) theory of consumer trust, and (6) communication theory. As a prior attempt to integrate these theories in the context of hospitality industry, the scope of this study was limited to empirically test the model with data collected from leisure travelers in United States. The study proposed seven hypotheses. The data was collected via Internet survey. A structural equation modeling analysis revealed that six hypotheses hold true in this study; The overall results indicated that the Theory of Planned Behavior, attitude-behavior consistency theory, theory of consumer trust, and communication theory provide a good understanding those factors. The results revealed a strong support for the importance of designing a travel Web site. In consumers' perspective, a good travel Web site should provide consumers with detailed, timely, and accurate information, reliable system operation, and excellent service quality. A well design e-travel agency can significantly influence consumers' attitude, purchase experience, consumer trust, and online purchase intention. The findings also showed the significance of managing consumers' attitude by creating convenience perception, good merchant image, and value perception in consumers' mind. The importance of previous online shopping experience illustrates the strategic point of turning existing online consumers into repeat customers by providing them with satisfying online shopping experience. Although there is one contradicting finding in the hypotheses, this study still provided a more comprehensive model to explore consumers' online purchase intention of travel products; Future researchers can use result of this study to create a new model to explore customer's repurchase intention and to develop an effective consumer loyalty program.
Affecting; Comprehensive; Consumer; Consumer Behavior; Factors; Model; Online; Purchasing; Purchase Intention; Structural; Travel; Travel Purchasing
University of Nevada, Las Vegas
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Wen, Hsing, "A comprehensive structural model of factors affecting online consumer travel purchasing" (2006). UNLV Retrospective Theses & Dissertations. 2672.