Modelo de comportamento do consumidor on-line de produtos e serviços turísticos via on-line travel agencies (OTAS)
The growth and development of Information and Communication Technologies (ICT) influenced tourism activity and the behavior of tourists. The online buying process is constantly transformed by disruptive innovations or technologies. Online studies about purchases of tourism products and services, whi...
Na minha lista:
| Autor principal: | |
|---|---|
| Outros Autores: | |
| Formato: | doctoralThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
|
| Assuntos: | |
| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/37337 |
| Tags: |
Adicionar Tag
Sem tags, seja o primeiro a adicionar uma tag!
|
| Resumo: | The growth and development of Information and Communication Technologies (ICT)
influenced tourism activity and the behavior of tourists. The online buying process is constantly
transformed by disruptive innovations or technologies. Online studies about purchases of
tourism products and services, which aim to understand what compels tourists purchase on the
Internet are divided and fragmented, requiring frequent and updated research to better
understand the issue. In order to understand consumer behavior in the context of emerging
technologies, this paper proposes to integrate different theories: Unified Theory of Technology
Acceptance and Use 2 (UTAUT 2), Dominant Service Logic - Co-creation, Brand Equity.
Therefore, the study aims to specify a structural relationship model to investigate the existing
interrelationships between the variables capable of influencing the intention to purchase tourism
products and services online via On-line Travel Agencies (OTA). Therefore, this is an
explanatory-descriptive, bibliographic and analytical research with a quantitative approach
through a cross-sectional study. The study used the Software Statistical Package for Social
Sciences 22 to test and validate the model. The analysis was performed through Exploratory
Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling using the
AMOS package. Data collection was carried out using online questionnaires. The target
audience of the study was individuals who use the internet to plan and buy travel services and
products online. In all, 827 questionnaires were collected, 695 of which were considered valid
for empirically testing the modeling. From the twelve hypotheses tested, eight were confirmed
and four were refuted. The results indicated that consumers evaluate prices, ease of use,
resources and support available on websites and applications, usefulness, and also consider
brand equity, brand image and brand quality to purchase tourism products and services through
OTAs. It is important to highlight the constructs that most directly influenced the online
purchase intention for tourism products and services were Price and Brand Equity. While the
constructs that most influenced Brand Equity were Brand Quality and Image. Finally, the
survey results provided information for managers, entrepreneurs and researchers, who strive to
understand consumer behavior online in relation to the intention to purchase tourism products
and services through OTAs. |
|---|