The Reluctant Hong Kong Consumer: Purchasing Travel Online

10 Pages Posted: 30 Jul 2004

See all articles by Alisa Kolsaker

Alisa Kolsaker

University of Surrey - School of Management

Liz Lee-Kelley

University of Surrey - School of Management

Pui Ching Choy

University of Surrey - School of Management

Abstract

Hong Kong consumers have embraced the web but appear reluctant to buy airline tickets online, suggesting that perceptions of risk outweigh perceived convenience. In this study, we identify that both risk and convenience factors are associated strongly with willingness to purchase, particularly privacy, security and poor customer service, time savings, site usability and information provision. We identify further that the experienced shopper is only moderately satisfied and that satisfaction appears to be associated strongly with willingness to make further purchases. Overall, findings suggest that although consumers recognize a number of benefits, there is deep-rooted resistance to buying this particular product online. The explanation may lie in a combination of the physical density of the Hong Kong market, love of the whole shopping experience and a desire to minimize risk. We conclude that to tempt consumers, online airlines and agents must target the Hong Kong market with a clear value proposition which includes user-friendly sites, streamlined payment procedures, on- and off-line customer support, price-related promotions and tailored off-line services which reinforce on-line offerings.

Keywords: E-ticketing, e-tailing, internet, selling, online consumer behaviour

Suggested Citation

Kolsaker, Alisa and Lee-Kelley, Liz and Choy, Pui Ching, The Reluctant Hong Kong Consumer: Purchasing Travel Online. International Journal of Consumer Studies, Vol. 28, No. 3, pp. 295-304, June 2004. Available at SSRN: https://ssrn.com/abstract=548052

Alisa Kolsaker (Contact Author)

University of Surrey - School of Management ( email )

Guildford, Surrey GU2 7XH
United Kingdom

Liz Lee-Kelley

University of Surrey - School of Management ( email )

Guildford, Surrey GU2 7XH
United Kingdom
+44 0 1483 689347 (Phone)

Pui Ching Choy

University of Surrey - School of Management

Guildford, Surrey GU2 7XH
United Kingdom

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