Why do people purchase from online travel agencies (OTAs)? A consumption values perspective

By Shalini Talwar, Amandeep Dhir, Puneet Kaur, Matti Mäntymäki. 2020

282 citations recorded by the source corpus.

Abstract Online travel agencies (OTAs) are struggling to remain financially sustainable due to intense competition. To overcome this challenge, OTAs need to better engage their customers by offering them superior value propositions. This calls for an in-depth understanding of the consumption values pertinent to the OTA context. To address this gap, the current study puts forward a framework for predicting purchase intention by adapting the theory of consumption values to the OTA context. The proposed model is tested with data collected from 809 OTA users. The results imply that quality-of-benefits, monetary, social status, preference, and information values predict purchase intention toward OTAs, with the chief driver being the quality-of-benefits value, followed by the preference value. Moderation analysis further reveals that the strength of the relationship between these values and purchase intention differs between users in different age groups and between users with different levels of privacy and security concerns, hygiene consciousness, and visibility perceptions.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5940bdf30efc78c5d0844522e9b12555ce6d2591

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Amandeep Dhir
2. Shalini Talwar
3. Ramsha Farooq
4. T. Bhutto
5. Usama Awan
6. Puneet Kaur

In Organizational Behavior and Human Resource Management

1. Amandeep Dhir
2. Shalini Talwar
3. T. Bhutto
4. Usama Awan
5. Ramsha Farooq

In Sociology and Political Science

1. Shalini Talwar
2. Amandeep Dhir
3. Usama Awan
4. Ramsha Farooq
5. Puneet Kaur

Citations in the corpus

• Sharing of fake news on social media: Application of the honeycomb framework and the third-person effect hypothesis (2020, unknown): “Two independent cross-sectional data sets were generated with the help of a questionnaire based on Study A, in line with the approach used by many recent studies (e.g., Talwar et al., 2020a,b).”
• Do green human resource management and self-efficacy facilitate green creativity? A study of luxury hotels and resorts (2021, unknown): “We also checked the data for multicollinearity and found that variance inflation factor (VIF) values were less than 5, as discussed by recent studies (e.g. Kumar et al., 2021; S. Talwar et al., 2020).”
• Green inclusive leadership and green creativity in the tourism and hospitality sector: serial mediation of green psychological climate and work engagement (2021, methodology): “Furthermore, CB-SEM is suitable for our study since the data meets the multivariate requirements, as discussed by recent studies (Talwar et al., 2020a; 2020b).”