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
AbstractThis study identifies the influence of interdisciplinary variables on tourist onlinepurchasing intention, such as consumers’ online purchasing experience, noveltyseekingbehavior, perceived ease of use, risk taking, tourism service and destinationcharacteristics. The study population includes international tourists who purchasedYazd sightseeing tours. Using convenience sampling, 386 visitors were chosen tocomplete 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 effecton “online purchasing attitude” and have an indirect effect on “tourist online purchasingintention” with the mediating role of online purchasing attitudes. Furthermore,“tourism services and destination characteristics” and online purchasing attitudesdirectly and significantly affect tourists’ online purchasing intentions. Movingbetween disciplines improves the quality of industry-relevant research and makes itmore practical and valuable. The identified interdisciplinary variables influencingtourists’ online purchasing
Domaines
Sciences de l'Homme et SociétéOrigine | Publication financée par une institution |
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