Browsing by Author "Talwar, Shalini"

Now showing 1 - 2 of 2

Barriers toward purchasing from online travel agencies
(2020-08) Talwar, Shalini; Dhir, Amandeep; Kaur, Puneet; Mäntymäki, Matti
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
Online travel agencies (OTAs) are expanding their services to many segments of the travel and tourism industry. While they are beneficial to travelers, OTAs also face a great deal of consumer resistance. However, prior literature has largely focused on travelers’ adoption intentions toward OTAs, scarcely exploring the causes of such resistance. Addressing the gap, this study extends the innovation resistance theory (IRT) to examine the barriers to positive purchase intentions toward OTAs. A mixed method research design with open-ended essays and cross-sectional survey is used to test the proposed model. Findings suggest that benefits barrier is the chief inhibitor of purchase intentions. In comparison, privacy and security concerns and the vulnerability barrier show positive association with intentions. As a moderator, visibility influences the strength of the association between benefits barrier and purchase intentions. Further, the strength of this association differs among young, middle-aged, and old users.
Why do people purchase from online travel agencies (OTAs)? A consumption values perspective
(2020-07) Talwar, Shalini; Dhir, Amandeep; Kaur, Puneet; Mäntymäki, Matti
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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.