Booking High-Complex Travel Products on the Internet: The Role of Trust, Convenience, and Attitude

摘要

The number of electronic channels in the tourism industry has significantly increased and led to substantial changes in consumers' booking behavior. The majority of extant research in this area addresses single travel products that show a low level of complexity (e.g., airline tickets). This study focuses on the role of product complexity by testing a research model on online booking intention of high-complex travel products which have been less investigated. The results show that for high-complex travel products, trust shows a stronger positive impact on attitude towards online booking compared to previous research. In contrast, perceived convenience of the Internet as a booking channel shows no significant impact which differs from previous findings on low-complex travel products. Attitude and subjective norm both positively influence online booking intention. The results suggest that the role of product complexity in drivers of online purchase intention should be revisited and its potential moderating impact should be considered.