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HomeAdvanced Materials ResearchAdvanced Materials Research Vol. 459The Influences of Travel Product Types on Online...

The Influences of Travel Product Types on Online Travel Purchasing of e-Travel Agency

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Abstract:

This study explores the relationships among technology acceptance, perceived online risk, reducing transaction cost, service quality and satisfaction of customers’ transaction process in the Taiwan e-travel agency context. A mail survey of online travel products purchasers achieved an effective response rate of 58.3%. Data were analyzed using the structural equation modeling and multigroup comparison. The findings reveal that technology acceptance, perceived online risk, reducing transaction cost, and service quality are directly influence transaction satisfaction. Furthermore, the travel product types show its moderating effects on perceived online risk, reducing transaction cost, and service quality to transaction satisfaction

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Advanced Research on Industry, Information System and Material Engineering, IISME2012

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Periodical:

Advanced Materials Research (Volume 459)

Pages:

500-504

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.459.500

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Online since:

January 2012

Authors:

Chih Wen Ting, Miao Sheng Chen, Chia Ling Lee

Keywords:

Online Travel Agency, Shopping Behavior, Travel Product Type

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© 2012 Trans Tech Publications Ltd. All Rights Reserved

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