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Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention

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  • Shahriar Mohseni
  • Sreenivasan Jayashree
  • Sajad Rezaei
  • Azilah Kasim
  • Fevzi Okumus

Abstract

This article aims to examine the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention from travel websites. Built upon the theory of consumers’ perceived risk, a theoretical model was proposed and a questionnaire was developed. The fieldwork utilized responses from 409 participants who purchased travel items from websites of Malaysian travel companies. Partial least square (PLS) path modelling approach, a variance-based structural equation modelling (VB-SEM), was used to assess the overall goodness-of-fit tests, measurement and structural model. The results highlight different aspects related to the effectiveness and attractiveness of travel companies’ websites. Its unique finding highlights the importance of personal value as a user characteristic factor that can strongly affect online purchase intention. In addition, by combining user characteristics and website characteristic and examining them in a single model, this study provides a clear multidimensional picture of causal relationship between latent constructs in an online travel purchase context. Theoretical and practical implications of study results are discussed and suggestions for future research are provided.

Suggested Citation

  • Shahriar Mohseni & Sreenivasan Jayashree & Sajad Rezaei & Azilah Kasim & Fevzi Okumus, 2018. "Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(6), pages 616-645, April.
    • Handle: RePEc:taf:rcitxx:v:21:y:2018:i:6:p:616-645
    DOI: 10.1080/13683500.2016.1200539
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    Cited by:

    1. Ibrahim Mohamed Ibrahim Elassal & Ricardo David Hernandez-Rojas & Luz Arelis Moreno Quispe, 2023. "Loyalty to World Heritage Cities: A Case Study of the Historic Ibn Ṭūlūn Mosque in Cairo (Egypt)," Sustainability, MDPI, vol. 15(17), pages 1-16, September.
    2. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Xiufang Jiang & Jianxiong Qin & Jianguo Gao & Mollie G Gossage, 2022. "The mediation of perceived risk’s impact on destination image and travel intention: An empirical study of Chengdu, China during COVID-19," PLOS ONE, Public Library of Science, vol. 17(1), pages 1-23, January.
    4. Samuel Adiprasetya Isaputra & Sumaryono, 2023. "P2P lending: Moderation of desirability of control on risk-taking decisions of Indonesian borrowers," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-7, December.
    5. Ana Težak Damijanić & Marija Pičuljan & Smiljana Goreta Ban, 2023. "The Role of Pro-Environmental Behavior, Environmental Knowledge, and Eco-Labeling Perception in Relation to Travel Intention in the Hotel Industry," Sustainability, MDPI, vol. 15(13), pages 1-15, June.

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