The findings of the study are well consistent with close-cut studies of other companies offering hospitality services online. According to Harcar and Yucelt (2012), perceived convenience ranked highest in explaining the consumers’ search intention as a dependent variable and as if that is not enough, the same research findings did hold ground for another rather distanced online travel company as can be justified by the fact that perceived convenience by the consumer made the highest contribution in affecting consumers’ search intention while their were searching for their services (Peng et al, 2013). These findings were again consistent with of another scholar who in his studies, discovered that perceived convenience had much contribution to make on the customers’ search intention (Conyette, 2012).
On the other hand, the attitude of the consumer as far as his/her search intention is concerned also gave relatively considerable contribution. The findings of the study place the attitude of the consumer as the second strongest factor likely to affect the search intention of consumers and according to another research, the attitude of the consumer played a great role in affecting the consumer in his/her search intention as far as online travel is concerned (Khandelwal et al, 2012). It is explained that the consumer’s attitude has a great effect on the consequential bearing of his search with regards to making reservations online of buying hospitality services online. This study finding is consistent with other studies and much more matches the expectations of stakeholders in this industry who without prior knowledge of customers’ preferences and intentions, can not really compete in the industry (Park et al). Knowing the attitude of the consumer and understanding that this attitude would affect his/her search intentions is key to making any online travel business successes (Jha, 2014).
Intensive research placed subjective norm on the lower end of affecting consumers’ search intention when compared with perceived convenience and consumers’ attitude all through the study. [...]
Table of Contents
1.0 What are the factors that have the strongest contribution to explaining consumers’ search intention, as a dependent variable?
2.0 Moderating variable
2.1 The effect of age as a moderating variable
2.2 The effect of gender as moderating variable
2.3 The effect of education as a moderating variable
2.4 The effect of Internet usage Experience as a moderating variable
2.5 The effect of Online Travel Experience as a moderating variable
2.6 The effect of frequencies of purchasing online travel products as a moderating variable
Research Objectives and Topics
The primary objective of this study is to identify and analyze the key factors that contribute to explaining consumer search intention regarding online hospitality and travel services, while examining the moderating roles of various demographic and behavioral variables.
- Identification of primary drivers for online search intention (perceived convenience, consumer attitude, subjective norms).
- Analysis of age as a moderating variable affecting purchasing ability and perceived usefulness.
- Investigation into gender-based differences regarding attitude, trust, and search intention.
- Evaluation of education levels and Internet usage experience as moderators for online service adoption.
- Examination of online travel experience and purchase frequency as influential moderating factors in the digital marketplace.
Excerpt from the Book
The effect of age as a moderating variable
Far from the above three already discussed, there are other factors that also affect the consumers’ buying ability and when we look at age, it is one great moderating factor that has adverse effects on the consumers’ purchasing ability. According to our findings which have also been echoed by Yanmie and Ching (2012), when the age of an individual increases, it is more likely that the individual starts to experience a decrease on the perceived usefulness on the influence attitude. In normal terms, it is obvious that when an individual grows older, the ability of influences to catch up with him is minimal so when we look at this from an online travel basis, we realize that age affects the consumer. Just in the same way, age as a moderating factor has downbeat effects on the independent variable subjective norm, it is identified in different literature that younger individuals are more likely to be affected with subjective norms than would be the case with older individuals this is according to research by Sheena et al (2010). This shows how our findings are consistent with other readings on the same subject matter.
Summary of Chapters
1.0 What are the factors that have the strongest contribution to explaining consumers’ search intention, as a dependent variable?: This section identifies perceived convenience and consumer attitude as the primary determinants influencing the online search intentions of customers in the hospitality industry.
2.0 Moderating variable: This chapter introduces the concept of moderating variables that influence the strength and direction of the relationship between independent factors and consumer search intent.
2.1 The effect of age as a moderating variable: This section discusses how advancing age correlates with a decreased perception of usefulness and reduced susceptibility to external subjective norms in online travel.
2.2 The effect of gender as moderating variable: This part examines how gender moderates the impact of attitude and trust on search intentions, noting that these effects differ between men and women.
2.3 The effect of education as a moderating variable: This section explains how higher education levels correlate with a more positive outlook on perceived usefulness and improved understanding of online security processes.
2.4 The effect of Internet usage Experience as a moderating variable: This chapter highlights how longer experience with Internet usage mitigates negative attitudes toward online travel services.
2.5 The effect of Online Travel Experience as a moderating variable: This section details how previous experience with online travel bookings increases the likelihood of repeat purchases and trust in digital platforms.
2.6 The effect of frequencies of purchasing online travel products as a moderating variable: This chapter explores how increased frequency of online purchases leads to higher perceived usefulness and information evaluation capabilities.
Keywords
Online travel, search intention, perceived convenience, consumer attitude, subjective norm, moderating variable, age, gender, education, Internet usage experience, online travel experience, purchase frequency, hospitality, digital marketing, consumer behavior.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on the determinants of consumer search intention for online hospitality services and the variables that moderate these behavioral patterns.
What are the central themes discussed?
The central themes include the influence of perceived convenience, consumer attitude, and subjective norms, alongside demographic and experiential moderating factors.
What is the primary research goal?
The goal is to understand which factors most significantly explain why consumers search for travel services online and how individual characteristics modify these intentions.
Which scientific methodology is applied?
The study utilizes a comparative literature analysis approach, validating current findings against existing empirical research and scholarly publications.
What topics are covered in the main body?
The main body examines key independent variables followed by an extensive analysis of six specific moderating factors: age, gender, education, Internet experience, travel experience, and purchase frequency.
Which keywords best characterize this work?
Key terms include online travel, search intention, perceived convenience, consumer attitude, subjective norm, and various moderating demographic variables.
How does gender specifically influence online search behavior according to the study?
The study notes that gender moderates the impact of attitude on search intention, with men often being more affected by attitude, while women tend to prioritize trust in their search process.
Why is education considered a significant moderating factor?
Education is significant because higher education levels correlate with increased perceived usefulness of services and a better understanding of the security protocols involved in online transactions.
- Arbeit zitieren
- Ibrahim Haji (Autor:in), 2013, Factors with Strongest Contribution to Explaining Consumers’ Search Intention as a Dependent Variable, München, GRIN Verlag, https://www.hausarbeiten.de/document/280530
