Travel website adoption among internet users in Klang Valley, Malaysia
Studying buyer behaviour is a mystery. It is interesting to study what makes consumers decide to purchase, what factors influence their decisions and how they turn their intentions into actual behaviour. The instrument of act is one of the elements involved in marketing when studying buyer behavi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Tun Abdul Razak
2008
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/24404/ http://irep.iium.edu.my/24404/ http://irep.iium.edu.my/24404/1/unitarejournaltravelwebsiteadoption.pdf |
| Summary: | Studying buyer behaviour is a mystery. It is interesting to study what makes consumers decide to
purchase, what factors influence their decisions and how they turn their intentions into actual
behaviour. The instrument of act is one of the elements involved in marketing when studying buyer
behavior. This instrument is explained in terms of the act of getting the desired object as well as the
act involved in consuming the object. Nowadays, the emergence of technology, especially the use of
the Internet has helped to reduce the hassle of physically visiting an outlet to find information as well
as to purchase a product. The Internet can, technically, minimize consumers’ costs, not only monetary
costs but also the cost of time spent in traveling and visiting the store to compare prices. However,
despite the benefits derived from the use of this ever ready technology, there are people who are
reluctant to use it. The aim of the present study was to examine factors influencing Internet users’
intention to adopt online services for traveling. The survey involved 92 respondents and results
indicated that a consumer’s decision to adopt a travel web site service for travelling information and
purchasing purposes are determined by several factors. Incorporating the Theory of Planned Behavior
proposed by Ajzen and Fishbein, this study revealed that beliefs, social factors (influence), selfefficacy
(ability to search for information on the Internet), and travel website effectiveness have
significant relationship with consumer intention to adopt travel e-services. |
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