Online Travel Products Shopping: Differences between Shoppers and Nonshoppers

Abstract

This article was conducted to clarify differences between online travel product shoppers and nonshoppers using the Engel, Black, and Miniard (EBM) consumer decision process model as the theoretical framework. Using 6 store characteristics and 10 personal characteristics, findings suggested that shoppers and nonshoppers were similar in how they viewed differences between Internet shopping and shopping at traditional stores (store characteristics). However, shoppers and nonshoppers differed on personal characteristics. Findings provided evidence for the usefulness of the EBM model when determining personal characteristic differences between shoppers and nonshoppers but not for store characteristics.

Online travel purchasing: A literature review

“…Evidence was found to support that consumers' innovativeness has a positive relationship with online travel shopping adoption (Kamarulzaman, 2007;Li & Buhalis, 2005, 2006, and moderates the effect between travelers' attitude and their intention to purchase travel online (Lee et al, 2007). In fact, online travel purchasers are more likely to be high-tech prone (Card et al, 2003), are more receptive to new technological innovations , and like trying new technologies (Heung, 2003).…”

“…Online travel purchasers also seem to have higher levels of income (e.g., Card, Chen, & Cole, 2003;Heung, 2003;Law et al, 2004) and are generally younger (e.g., Kamarulzaman, 2007;Kim & Kim, 2004;Wolfe et al, 2004) than those who purchase in traditional travel agencies. Once again there is no consensus on this subject matter.…”

“…Early studies have shown that consumers who purchase travel online were more likely to have more years of Internet experience (Card et al, 2003;Kah et al, 2008;Kamarulzaman, 2007Kamarulzaman, , 2010Kim & Kim, 2004;Weber & Roehl, 1999), spend more time online (Beldona et al, 2011;Kah et al, 2008;Kim & Kim, 2004;Morrison et al, 2001;Weber & Roehl, 1999), and have prior online shopping experience (Kim, Ma, & Kim, 2006;Moital, Vaughan, Edwards, & Peres, 2009).…”

“…Card et al (2003) reported that online travel purchasers had higher scores on opinion leadership than nonpurchasers. On the other hand, Kamarulzaman's (2007) results indicated that there was not a significant relationship between opinion leadership and the adoption of online travel shopping.…”

“…Card et al (2003) Consumers that purchase travel online have higher incomes. Kim and Kim (2004) Online purchasers and non-purchasers do not differ by income.…”