IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v29y2006i5p723-739.html
   My bibliography  Save this article

Using involvement for segmenting the adoption of e-commerce in travel

Author

Listed:
  • Miguel Moital
  • Roger Vaughan
  • Jonathan Edwards

Abstract

While the adoption of e-commerce in the purchasing of leisure travel is gaining momentum, higher levels of adoption can be achieved if greater knowledge of the market for e-commerce is obtained. This research uses two variables, involvement with computers for leisure purposes and purchasing leisure travel over the Internet, as a means of segmenting the market with regard to the adoption of e-commerce in the purchasing of leisure travel. A sample of residents of a suburban borough of Lisbon (Portugal) was surveyed and hierarchical clustering was performed on 225 usable questionnaires. The four resulting clusters of residents that emerged were quite different from one another in relation to the adoption of e-commerce in the purchasing of leisure travel and in supporting the internal and external validity of the clustering procedure. One segment that has not been reported in the literature before was identified, comprising those who have moderate involvement with both innovations (the moderate enthusiasts). Moreover, the results suggest that individuals in this cluster may be stronger candidates for the adoption of e-commerce in the purchasing of leisure travel that computer fanatics.

Suggested Citation

  • Miguel Moital & Roger Vaughan & Jonathan Edwards, 2006. "Using involvement for segmenting the adoption of e-commerce in travel," The Service Industries Journal, Taylor & Francis Journals, vol. 29(5), pages 723-739, December.
    • Handle: RePEc:taf:servic:v:29:y:2006:i:5:p:723-739
    DOI: 10.1080/02642060902720253
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642060902720253
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642060902720253?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:29:y:2006:i:5:p:723-739. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.