A Study of Factors Influencing Online Purchasing Intention within E tourism Setting

Leila Moradi (), Yazrina Yahya (), Ibrahim Mohamed () and Komeil Raisian ()
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Leila Moradi: Faculty of Information Technology National University of Malaysia UKM Malaysia, Postal: MY
Yazrina Yahya: Faculty of Information Technology National University of Malaysia UKM Malaysia, Postal: MY
Ibrahim Mohamed: Faculty of Information Technology National University of Malaysia UKM Malaysia, Postal: MY
Komeil Raisian: Faculty of Information Technology National University of Malaysia UKM Malaysia, Postal: MY

Journal of Advanced Research in Management, 2017, vol. 8, issue 4, 882-895

Abstract: Tourism is considered as significant issue in the economy of Malaysia Online channels usually offer great opportunities for customers to get relevant information regarding the e tourism and technology Tourism websites are considered as the fundamental principles in attracting more tourists However purchase intention through websites is not only dependent on the website characteristics but it also depends on consumer related factors like experience that might affect the purchasing intention This study proposes and validates a model that aggregate two facets namely website and consumer side factors in conjunction with purchasing intention from tourism websites Findings of the study shows that website and consumer factors strongly associates with purchasing intention from tourism websites Website navigability and security website characteristics as well as experience consumer side factor are proven to have effect on the purchasing behaviors of tourists However website quality does not interact with purchasing intention Furthermore the study signifies that only high quality website cannot ensure continuance purchasing behavior Consequently underlying factors such as information richness and trust need further investigation

Date: 2017
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