Factors affecting customers’ purchase intention from tourism websites
The development of Internet usage in the tourism industry went along with the rise of relevant technologies that has affected the tourism industry all around the world. The Internet provides great opportunities for the marketers to sell their products and services through online channels. Websites,...
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| 格式: | Thesis |
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2013
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| 总结: | The development of Internet usage in the tourism industry went along with the rise of relevant technologies that has affected the tourism industry all around the world. The Internet provides great opportunities for the marketers to sell their products and services through online channels. Websites, as a face of the company in an online environment, offers a great environment for the customers to get relevant information and purchase products and services by a simple click. On the other hand, companies could reach tourists more effectively and create a strong relationship with them. Moreover, customers’ purchase intention from the website is not only dependent on the website itself. The customers’ attitude and characteristics also influence online shopping intention from the customers. This study proposed an appropriate model that assessed factors affecting purchase intention in the Malaysian tourism industry. This research is focused on website characteristics, user characteristics and their impact on customers’ purchase intention. The importance of trust and perceived risk is very high. Therefore, this study considered both at the same time, as they are the factors that influence online purchase intention. |
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