Multidimensional interdisciplinary variables influencing tourist online purchasing intention at World Heritage City (City of Yazd, Iran)
Variables interdisciplinaires multidimensionnelles influençant l'intention d'achat en ligne des touristes dans une ville classée au patrimoine mondial (ville de Yazd, Iran)
Résumé
Abstract
This study identifies the influence of interdisciplinary variables on tourist online
purchasing intention, such as consumers’ online purchasing experience, noveltyseeking
behavior, perceived ease of use, risk taking, tourism service and destination
characteristics. The study population includes international tourists who purchased
Yazd sightseeing tours. Using convenience sampling, 386 visitors were chosen to
complete the variable scale questionnaire. The data were analyzed using Smart-
PLS and SPSS software. Results indicated that “prior experience,” “ease of use,”
“risk taking”, and “novelty-seeking behavior” have a direct and meaningful effect
on “online purchasing attitude” and have an indirect effect on “tourist online purchasing
intention” with the mediating role of online purchasing attitudes. Furthermore,
“tourism services and destination characteristics” and online purchasing attitudes
directly and significantly affect tourists’ online purchasing intentions. Moving
between disciplines improves the quality of industry-relevant research and makes it
more practical and valuable. The identified interdisciplinary variables influencing
tourists’ online purchasing