The findings of the study are well consistent with close-cut studies of other companies offering hospitality services online. According to Harcar and Yucelt (2012), perceived convenience ranked highest in explaining the consumers’ search intention as a dependent variable and as if that is not enough, the same research findings did hold ground for another rather distanced online travel company as can be justified by the fact that perceived convenience by the consumer made the highest contribution in affecting consumers’ search intention while their were searching for their services (Peng et al, 2013). These findings were again consistent with of another scholar who in his studies, discovered that perceived convenience had much contribution to make on the customers’ search intention (Conyette, 2012).
On the other hand, the attitude of the consumer as far as his/her search intention is concerned also gave relatively considerable contribution. The findings of the study place the attitude of the consumer as the second strongest factor likely to affect the search intention of consumers and according to another research, the attitude of the consumer played a great role in affecting the consumer in his/her search intention as far as online travel is concerned (Khandelwal et al, 2012). It is explained that the consumer’s attitude has a great effect on the consequential bearing of his search with regards to making reservations online of buying hospitality services online. This study finding is consistent with other studies and much more matches the expectations of stakeholders in this industry who without prior knowledge of customers’ preferences and intentions, can not really compete in the industry (Park et al). Knowing the attitude of the consumer and understanding that this attitude would affect his/her search intentions is key to making any online travel business successes (Jha, 2014).
Intensive research placed subjective norm on the lower end of affecting consumers’ search intention when compared with perceived convenience and consumers’ attitude all through the study. [...]
Inhaltsverzeichnis (Table of Contents)
- Factors with Strongest Contribution to Explaining Consumers' Search Intention as a Dependent Variable
- What are the factors that have the strongest contribution to explaining consumers' search intention, as a dependent variable?
- Moderating variable
- The effect of age as a moderating variable
- The effect of gender as a moderating variable
- The effect of education as a moderating variable
- The effect of Internet usage Experience as a moderating variable
- The effect of Online Travel Experience as a moderating variable
- The effect of frequencies of purchasing online travel products as a moderating variable
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study investigates the factors that contribute most significantly to consumer search intention in the online travel industry. The research examines key independent variables and their impact on consumer behavior, while also exploring the role of moderating variables in shaping search intention.- Factors influencing consumer search intention in online travel
- The role of perceived convenience in driving search intention
- Impact of consumer attitude on search behavior
- Influence of subjective norms on consumer decision-making
- Moderating effects of age, gender, education, internet experience, online travel experience, and purchasing frequency on search intention
Zusammenfassung der Kapitel (Chapter Summaries)
Factors with Strongest Contribution to Explaining Consumers' Search Intention as a Dependent Variable
This section analyzes the primary factors that contribute to explaining consumers' search intention in the online travel industry. The study finds that perceived convenience consistently ranks highest in influencing consumers' search intention. Additionally, consumer attitude is identified as a significant factor, playing a crucial role in shaping search behavior. Subjective norms, while less impactful than convenience and attitude, are still found to exert a positive influence on consumers' search intention.Moderating variable
This section explores the moderating effects of various factors, including age, gender, education, internet usage experience, online travel experience, and the frequency of purchasing online travel products. The findings suggest that age and internet usage experience have negative moderating effects on perceived usefulness and subjective norms, respectively. Gender demonstrates a positive moderating effect on the relationship between attitude and search intention, with men being more influenced by attitude than women. Education is positively associated with perceived usefulness, suggesting that more educated individuals are more likely to consider usefulness in their search. Online travel experience also has a positive moderating effect on search intention, with individuals having prior online travel experience more likely to be influenced by subjective norms. Lastly, purchasing frequency positively affects perceived usefulness and influence attitude, indicating that frequent online buyers are more receptive to online travel services.Schlüsselwörter (Keywords)
This study focuses on key terms and concepts related to consumer behavior in the online travel industry. These include factors influencing search intention, perceived convenience, consumer attitude, subjective norms, moderating variables, age, gender, education, internet experience, online travel experience, and purchasing frequency. The research further investigates the influence of these factors on the decision-making process of online travel consumers, offering insights into consumer preferences and online travel market dynamics.- Citar trabajo
- Ibrahim Haji (Autor), 2013, Factors with Strongest Contribution to Explaining Consumers’ Search Intention as a Dependent Variable, Múnich, GRIN Verlag, https://www.grin.com/document/280530
