Consumers' Behaviour towards the Online Travel Related Transactions in Unorganized Environment

This study explores consumer behavior in online travel-related transactions, with a view to improving overall understanding of the key influences of a firm's online performance. Trust as a part of consumer behaviour has been identified as a key challenge for the rapid growth and development of online transactions. However, only a limited number of research studies have examined the key indicators of trust and their relative significance in an online, travel industry environment. These studies have typically taken place in the advanced economy. This study contributes to redressing this research gap, using a sample of 135 Indian consumers. Analysis suggests six dimensions, including order facilitation effort, website presentation and navigation, customer information exchange, customer control and collaboration, transactional security and prior knowledge of vendor, as being of critical importance in enhancing consumer trust within the online travel related transactions.