INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY

• Main Authors: Chia-ling Lee, 李佳玲
• Other Authors: Chih-wen Ting
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/11743545441156188585

博士 === 南華大學 === 企業管理系管理科學碩博士班 === 101 === 　　E-commerce business grows substantially in decades, the travel website is fundamentally built the way tourism-related information is distributed and how buyers plan for and consume travel products. This study discusses consumers’ e-satisfaction and derivative behavioral intentions of the Internet on travel agency. An email survey was conducted to collect empirical data on e-travel agency shoppers in Taiwan. A total of 2,000 questionnaires were delivered and 853 effective samples obtained. The empirical results reveal that e-satisfaction is influenced by online risk, reduced transaction cost and service quality that then indirectly affects post-purchase behaviors. Furthermore, the travel product types show its moderating effects on those constructs to e-satisfaction. Additionally, product involvement has a moderating effect on e-satisfaction to post-purchase behavior. Surprisingly, online risk appears to positively influence e-satisfaction, since the provision of product information by travel agencies allows consumers to distinguish good-reputation online travel agencies form bad ones. It enhances e-satisfaction. Finally, some policy implications for the travel industry were also discussed.