Shopping orientation and online travel shopping: The role of travel experience

Abstract

This paper investigates how consumers'shopping orientation toward travel shopping infl uences their tendency to shop for travel products on the Internet. The paper also looks into the role of consumers' travel experience. A conceptual model is developed and a number of hypotheses are forwarded and tested by structural equation modeling, using data from 256 respondents. The results support several of the stated hypotheses. Shopping orientation and travel experience both infl uence travelers' intentions to shop travel products online. Implications for management practice and further research are discussed at the end of the paper. Note: χ 2 (134) = 305.554; p = 0.000; χ 2 /DF = 2.280; CFI = 0.901; RMSEA = 0.071; HI(90) = 0.080. 66 J. M. Jensen

Online travel purchasing: A literature review

“…For example, travelers that are time-saving oriented tend to value convenience that was found to influence intentions to purchase travel online. In a later study, using price-saving orientation, time-saving orientation, information orientation, personalized orientation, and store-enjoyment orientation, Jensen (2012) found that the only shopping orientation that had a direct effect on online travel purchasing was store-enjoyment orientation. Indeed, the results revealed that storeenjoyment oriented consumers were less likely to purchase travel products online.…”

“…For instance, several studies have found that travelers that search for travel information online are more likely to purchase travel online (Jensen, 2012;Kamarulzaman, 2007Kamarulzaman, , 2010Susskind & Stefanone, 2010;Wen, 2010;Wolfe et al, 2004). Despite this being an expectable finding, Jensen (2012) found that this relationship was weak, reflecting that online travel search may not necessarily be followed by an online travel purchase.…”

“…For instance, several studies have found that travelers that search for travel information online are more likely to purchase travel online (Jensen, 2012;Kamarulzaman, 2007Kamarulzaman, , 2010Susskind & Stefanone, 2010;Wen, 2010;Wolfe et al, 2004). Despite this being an expectable finding, Jensen (2012) found that this relationship was weak, reflecting that online travel search may not necessarily be followed by an online travel purchase. Furthermore, other studies were even more dramatic suggesting that there was no relationship between searching for travel information online and the intention to purchase travel online (Li & Buhalis, 2005, 2006Powley, Cobanoglu, & Cummings, 2004).…”

“…For instance, Morrison et al (2001) acknowledged that people who had traveled to other countries in the past 12 months were more likely to purchase travel online, while several other studies have shown that individuals with higher levels of travel experience are more likely to purchase travel online (Jensen, 2012;Jun et al, 2007;Wolfe et al, 2004). …”

“…In a similar vein, Kolsaker, Lee-Kelley, and Choy (2004) argued that one of the reasons why Hong Kong consumers appear to be reluctant to purchasing airline tickets online is due to the fact that they enjoy shopping and view it as a social activity. Jensen (2012) suggests that online retailers need to improve travelers' perceived enjoyment of visiting online travel stores to attract travelers to purchase online. The effects of consumer characteristics on intentions to purchase travel online and actual purchases of travel online are summarized in Table 3.…”