Drishtikon: A Management Journal

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

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


Affiliations
1 Assistant Professor Department of Commerce, Dibrugarh University, Dibrugarh-786004, Assam
     

   Subscribe/Renew Journal


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.

Keywords

Consumer Behaviour, Trust, Online Transactions, Travel
Subscription Login to verify subscription
User
Notifications
Font Size


  • Ahola, H., (2000). Internet Marketing–Literature Review and ResearchAgenda,availableat: http://www.netties.net/2000/papers/InternetMarketing_Ahola.htm l.accessed 5 January 2008.

  • Alpern, K. D., (1997). What do we want trust to be? Some distinctions of trust, Business and Professional Ethics Journal, Vol.16, No. 1, 29-46.

  • Austin, N. K., (2002). Managing Heritage Attractions: Marketing Challenges at Sensitive Historical Sites, International Journal of Tourism Research, Vol. 4, No 6, 447- 457.

  • Ba, S., and Pavlou, P. A.,( 2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior, MIS Quarterly, Vol. 26, No.3, 243-268.

  • Cheskin Research, (2000). Trust in the Wired Americas, available at: www.cheskin.com., accessed on 18 July 2007. Cheskin Research and Studio Archetype/Sapient, (1999 ), E - Commerce Trust Study, available at: www.sapient.com/cheskin.accessed on 18 July, 2005.

  • Coupey, E., (2001). Marketing and the Internet, New Jersey: Prentice Hall.

  • Dayal, S., Landesberg, H., and Zeisser, M., (1999). How to Build Trust Online, Marketing Management, Vol. 8, 64-69.

  • Dooney, P. M., Cannon, J. P.,( 1997). An Examination of the Nature of Trust in Buyer-Seller Relationships, Journal of Marketing, Vol. 61, No. 4, 35-51.

  • Durkan, P., Durkin, M., and Gillen, J. (2003) . Exploring Efforts to Engender On-Line Trust, International Journal of Entrepreneurial Behavior & Research, Vol. 9, No.3, 93-110.

  • Foster, S., (2004). PIPEDA will Fuel Online Trust: Privacy Chief, Computing Canada, Vol. 30, No. 12, 1.

  • Fukuyama, F., (1995). Trust: The Social Virtues and the Creation of Prosperity, London, UK: Penguin Books.

  • Gefen, D., Karahanna, E., and Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model”, MIS Quarterly, Vol. 27, No.1, 51-90.

  • Geyskens, I., Steenkamp, J-B.E.M., and Kumar, N., (1998). Generalizations about Trust in Marketing Channel Relationships Using Meta-Analysis, International Journal of Research in Marketing, Vol.15, 223-248.

  • Hair, J.F., Anderson, R.E. and Tatham, R.L., (1998). Multivariate Data Analysis, New York : Macmillan.

  • Hoffman, D.L., Novak, T.P., and Peralta, M., (1999). Building Consumer Trust Online :How merchants can win back lost consumer trust in the interest of e-commerce sales, Communications of The ACM, Vol. 42, No.4, 80-85.

  • Internet World Stats (2005) Internet usage in Asia: Internet Users & Population Statistics for 35 countries and regions in Asia, a vailable at www.internetworldstats.com/stats3.htm., accessed on 27th October, 2005.

  • Jarvenpaa, S.L., Tractinsky, N., and Saarinen, L., (1999). Consumer Trust in an Internet Store: A Cross-Cultural Validation, Journal of Computer-Mediated Communication, Vol. 5, N o . 2, available at: www.ascusc.org/jcmc/vol5/issue2/jarvenpaa.html., accessed on 13th January 2006.

  • Jevons, C., and Gabbott, M., (2000). Trust, Brand Equity and Brand Reality in Internet Business Relationships: An Interdisciplinary Approach, Journal of Marketing Management, 16: 619-634.

  • Kamath, S., Rosson, P.J., Patton, D. and Brooks, M. (1987). Research on Success in Exporting : Past, Present and Future, in Rosson, P.J. and Reid, S.D. (Eds.), Managing Export Entry and Expansion, New York: Praeger: 398-421.

  • Kelly, E. P., Rowland, H. C., (2000). Ethical and Online Privacy issues in Electronic Commerce, Business Horizons, Vol. 43, 3-12.

  • Koehn, D., (2003). The Nature of and conditions for Online Trust, Journal of Business Ethics, Vol. 43, No.1-2, 3-16.

  • Kolsaker, A., and Payne, C., (2002). Engendering Trust In ECommerce: A Study Of Gender-Based Concerns, Marketing Intelligence & Planning, Vol.20, No.4, 206-214.

  • Komiak, S. X., and Benbasat, I., (2004). Understanding Customer Trust in Agent-Mediated Electronic Commerce, Web-Mediated Electronic Commerce and Traditional Commerce, Information Technology and Management, Vol. 5, 181-207.

  • Lambe, J. C., Spekman, R. F., and Hunt, S. D., (2000). Interimistic Relational Exchange: Conceptualization And Propositional Development, Academy of Marketing Science, Vol. 28, No.2, 212-225.

  • Lee, M. K. O., and Turban, E., (2001). A Trust Model for Consumer Internet Shopping, International Journal of Electronic Commerce, Vol. 6, No. 1, 75-91.

  • McCole, P., (2002). The Role of Trust for Electronic Commerce in Services, Internal Journal of Contemporary Hospitality, Vol. 14, No. 2, 81-87.

  • Moorman, C., Deshpande, R., and Zaltman, G., (1993). Factors affecting trust in market research relationships, Journal of Marketing, 57: 81-101.

  • Morgan, R. M., and Hunt, S. D., 1994, “The commitment trust theory of relationship marketing”, Journal of Marketing, 58, July: 20-38.

  • Nunnally, J. C., (1978). Psychometric Theory , (2nd ed.). New York: McGraw-Hill.

  • Patton, M. A., Josang, A., (2004). Technologies for Trust in Electronic Commerce, Electronic Commerce Research, Vol. 41, No. 2, 9-21.

  • Pavlou, P. A. and Gefen, D., (2004). Building Effective Online Marketplaces with Institution-Based Trust, Information Systems Research,Vol. 15, No. 1, 37-59.

  • Ratnasingham, P., 2002, “The importance of technology trust in Web services security”, Information Management & Computer Security, 10(5): 255-260.

  • Reisinger, Y., Turner, L. W., (2002). Cultural Differences Between Asian Tourist Markets And Australian Hosts, Part 1, Journal of Travel Research, Vol. 40, No.3, 295-315.

  • Shapiro, D.L., Sheppard, B.H., and Cheraskin, L., (1992). Business on a Handshake, The Negotiation Journal, Vol. 8, No. 4, 365-377.

  • Sheehan, K., (1999). An Investigation of Gender Differences in On-Line Privacy Concerns and Resultant Behavior, Internet Marketing, London: McGraw Hill: 159-173.

  • So, M. W. C. and Sculli, D., (2002). The Role of Trust, Quality, Value and Risk in Conducting E-Business, Industrial Management & Data Systems, Vol. 102, No. 9, 503-512.

  • Srinivasan, S., (2004). Role of Trust in E-Business Success, Information Management& Computer Security, Vol.12, No.1, 66- 72.

  • Stahl, S., (2002) . Building Trust with Customers is Imperative, Informationweek, Vol.878, No. 4, March, p. 8.

  • Sung-Joon, Y., (2002). The Antecedents and Consequences of Trust in Online Purchase Decisions, Journal of Interactive Marketing, Vol.16, No.2, 47-63.

  • Tan, F. B., and Sutherland, P.(2004). Online Consumer Trust: A Multi-Dimensional Model, Journal of Electronic Commerce in Organizations, Vol. 2, No. 3, 40-58.

  • Tan, Y-H., and Thoen, W., (2002). Formal aspects of a generic model of trust for electronic commerce”, Decision Support Systems, Vol. 33, 233-246.

  • Tan, Y. L.( 2002). Overseas Travel by Singapore Residents, Statistics Singapore Newsletter, March: 10-13.

  • Wang, S., Beatty, S. E., Foxx, W.( 2004) . Signaling the Trustworthiness of Small Online Retailers, Journal of Interactive Marketing, Vol.18, No.1, 53-69.


Abstract Views: 491

PDF Views: 0




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

Abstract Views: 491  |  PDF Views: 0

Authors

Chimun Kumar Nath
Assistant Professor Department of Commerce, Dibrugarh University, Dibrugarh-786004, Assam

Abstract


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.

Keywords


Consumer Behaviour, Trust, Online Transactions, Travel

References