What differentiates Internet shoppers from Internet surfers?

Alicia Izquierdo-Yusta, María Pilar Martínez-Ruiz and Agustín Álvarez-Herranz

The Service Industries Journal, 2014, vol. 34, issue 6, 530-549

Abstract: This work analyses the motivations behind consumers' online shopping intentions for specific tourism services, such as hotel reservations, across both Internet shoppers and Internet surfers (i.e. those who exit the website before completing the reservation). A structural equation analysis features a sample of 1289 Spanish Internet users (530 shoppers and 759 surfers). The results indicate that perceived usefulness is the most important aspect conditioning the intention to buy online for Internet shoppers, whereas the role of convenience is more significant for Internet surfers. The empirical findings suggest different managerial guidelines for encouraging online reservations by Internet surfers and can help facilitate decision making processes for managers in this industry.

Date: 2014
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DOI: 10.1080/02642069.2014.871536

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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