A intenção de compra do consumidor online, do Rio de Janeiro, na aquisição de viagens turísticas

Abstract

The internet growth and democratization have caused a revolution into the communications and businesses world. The tourism segment was directly affected: the e-tourism was created by tourism and airlines websites, amongst others. Thus, the number of consumers in this trade segment increases every year, holding the traditional tourism industry in check. The central question that has guided this research is to study what factors influence the consumers purchase intention in using the internet to acquire travel tourism services. The most relevant antecedents in the decision process to make an online purchase were identified through a literature review. A structural model was proposed. Making use of structural equation modeling, 12 hypotheses based on the constructs studied were tested. In order to test the hypotheses, a survey of 437 respondents, e-commerce consumers of the tourism segment, was taken. Out of the 12 formulated hypotheses, 7 were confirmed by observing the relationship between the constructs studied and the intention to purchase tourist services over the internet.