Demystifying tourists’ intention to purchase travel online : the moderating role of technical anxiety and attitude

Journal article

Dogra, Nikhil, Adil, Mohd., Sadiq, M., Rafiq, Farrukh and Paul, Justin. (2023). Demystifying tourists’ intention to purchase travel online : the moderating role of technical anxiety and attitude. Current Issues in Tourism. 26(13), pp. 2146-2165. https://doi.org/10.1080/13683500.2022.2078688
AuthorsDogra, Nikhil, Adil, Mohd., Sadiq, M., Rafiq, Farrukh and Paul, Justin
Abstract

This study investigates the influence of consumption value on tourists’ intention to purchase travel products online through the lens of the theory of consumption value framework. We used structural equation modelling (SEM) and a fuzzy set of qualitative comparative analysis (fsQCA) on 559 responses collected using M-Turk. The findings show that price value is the most significant factor and necessary for the purchase intention of tourists’ online travel products. Notably, technical anxiety and attitude moderate the relationship between consumption value and tourists’ purchase intention. This study offers meaningful insights into managers, policy-makers, and practitioners about the roles of various factors of consumption value, vis-avis their relative significance in driving individuals’ decision-making and travel service choices.

KeywordsOnline travel; purchase intention; consumption value; attitude; technical anxiety; fsQCA
Year01 Jan 2023
JournalCurrent Issues in Tourism
Journal citation26 (13), pp. 2146-2165
PublisherRoutledge
ISSN1368-3500
Digital Object Identifier (DOI)https://doi.org/10.1080/13683500.2022.2078688
Web address (URL)https://www.tandfonline.com/doi/full/10.1080/13683500.2022.2078688
Open accessPublished as non-open access
Research or scholarlyResearch
Page range2146-2165
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online25 May 2022
Publication process dates
Accepted06 May 2022
Deposited28 Jun 2024
Additional information

© 2022 Informa UK Limited, trading as Taylor & Francis Group

Place of publicationUnited Kingdom
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