Studies in online consumer behavior: Travel planning, search and purchase
Abstract
The purpose of this dissertation is threefold, all aimed at the prospective development of a comprehensive online travel planning system. The first objective was to develop a model of online pleasure travel planning, second to develop a typology of online travel search strategies, and third to examine the relationship between the motives of purchase across travel products of low and high complexity. Marketing and theoretical implications followed by future research suggestions are addressed for all three studies. The first study proposes a model of online pleasure travel planning using a synthesis of theories across consumer behavior, e-commerce and tourism marketing. Thereafter, the framework is validated using multidimensional scaling that helps map consumer perceptions of travel information sources. Three different types of search modes are identified, called functional (core and en-route), affective and innovative. Search modes are then characterized across the range of online travel information sources along a planning horizon spanning early-to-late. The purpose of Study II was to develop a typology of online tourist search strategies. Using cluster analysis on a set of variables spanning 19 online travel information sources, the study identifies three search clusters, namely marginal, extensive, and moderate. It thereon uses chi-square and multinomial logistic regression to evaluate differences among the clusters. The study explains the range of search, as well as the combinations of search in the differentiation of clusters. Also, the study uses traditional contingencies, such as trip characteristics, as well as online contingencies such as Internet experience, to differentiate clusters. The third study examined the relationship between the motives of purchase of low and highly complex pleasure travel components in a Web environment. Motives to buy the components of a typical pleasure vacation that differed based on the classical economics of search framework were mapped using correspondence analysis. Findings showed a uni-dimensional solution that was named informational/transactional. While activities, accommodations, events and attractions demanded more informational contexts of purchase, reasons to purchase car rentals and airline tickets were largely transactional.
Degree
Ph.D.
Advisors
Morrison, Purdue University.
Subject Area
Marketing|Recreation|Information Systems
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