The Consumers’ Interactive Engagement and Their Behavioural Intention to Purchase Tourism Products
Camilleri, M.A. (2017). The Consumers’ Interactive Engagement and Their Behavioural Intention to Purchase Tourism Products. In Taheri, B. & Hosany, S. (Eds.) Academy of Marketing: Tourism Marketing Special Interest Group (SIG) Consumer Engagement in the Tourism Industry: New Trends and Implications
10 Pages Posted: 19 Dec 2017
Date Written: December 1, 2017
This research analyses the determinants of the customers’ intentions to purchase travel online, by proposing an integrated model that is based on the Theory of Planned Behaviour and an attitudinal measure for interactive engagement with travel search engines. Several studies have already suggested that the consumers’ attitude towards online shopping positively influences their intention to purchase online travel products. A sample of 708 online users indicated that their behavioural intention to purchase through the digital media was mostly determined by their interactive engagement, behavioural control and subjective norm.
Keywords: Theory of Planned Behavior, Consumer Engagement, Consumer Interavtive Engagement, Tourism, Travel Search Engines, Internet, Digital, Digital Marketing
JEL Classification: M1, M3, M10, M31, M37
Suggested Citation: Suggested Citation