RT info:eu-repo/semantics/article
T1 Understanding consumers’ reluctance to purchase hotel services online: what makes it so risky?
T2 ¿La comprensión de las reluctancias de los consumidores a comprar servicios hoteleros en línea: qué la hace tan arriesgada?
A1 Souza, Anderson
A1 Silva, André
A1 Barbosa, Maria de Lourdes
K1 Riesgo Percibido
K1 Comportamiento del Consumidor en Línea
K1 Servicios Hoteleros
K1 Perfiles de Consumidores
K1 Turismo.
AB The tourism product buying process, such as hotel services, is surrounded by risks. This occurslargely due to the intrinsic characteristics of the industry itself, particularly concerning the lack of physicalevidence of the product offered. Thus, this study investigates the extent to which the acquisition of hotelservices via the internet can still be perceived as a risky practice. Therefore, the purpose herein is tounderstand more deeply consumers’ core hesitations toward the virtual environment. Data was collectedthrough an online survey, carried out with 305 Brazilian consumers, and analyzed by using the PreferenceRanking Organization Method for Enrichment Evaluation – PROMETHEE (Brans & Mareschal, 2002).The results led to the identification of four different consumer profiles that, in turn, appeared to be stronglyassociated with the main dimensions of risk pointed out by Forsythe and Shi (2003) as determinantsof purchase behaviors in the digital environment: (1) Product Performance Risk, (2) Financial Risk, (3)Psychological Risk and (4) Time/Convenience Risk.
PB Universidad de La Laguna. Servicio de Publicaciones
YR 2016
FD 2016
LK http://riull.ull.es/xmlui/handle/915/11389
UL http://riull.ull.es/xmlui/handle/915/11389
LA en
DS Repositorio institucional de la Universidad de La Laguna
RD 21-dic-2024