Consumer Behavior in E-Tourism Services
Subject Areas :
sakineh
jafari
1
Mohammad
najjarzadeh
2
(دانشگاه سمنان)
rezvan
Golestaneh
3
narjes
deyrgandom
4
Keywords: Generation of stimulus, information search, Service Quality Evaluation, consumer behavior, electronic tourism,
Abstract :
Today’s tourists are more dependent on the Internet than ever before to search for travel information. They share their travel experiences in cyberspace. The goal of this study is to investigate the effects of travel stimulus variables, information search and the quality of electronic tourism services on the behavior of young consumers, aged 20 to 40 years. Participants included 182 young people from Tehran (46 male, 105 female), and were selected based on random sampling. Data were analyzed using the structural equation model with LISREL software. The findings showed that the motivation of travel had a significant indirect effect, through the quality of services, on the behavior of the users of electronic tourism services. The study found that the motivation to travel and search information indirectly and through the quality of service could affect the behavior of the consumer of electronic tourism services.
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