IMPACT OF DESIGN, INFORMATION AND USEFULNESS OF TRAVEL WEBSITE ON TRAVEL PURCHASE INTENTION

EPRA International Journal of Research & Development (IJRD) Pub Date : 2024-05-21 DOI:10.36713/epra16943

Dr. Chidananda H L, Jinu Varghese, Febin Joseph, Lohith P M

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Abstract

This study explores the impact of design, information, and usefulness of travel websites on travel purchase intention. Utilizing a quantitative research design, data from 177 respondents were collected via a structured questionnaire administered through Google Forms. Regression analysis revealed that design, information, and usefulness significantly and positively influenced travel purchase intention with each predictor variable exhibiting a substantial effect on travel purchase decisions. These findings corroborate existing research emphasizing the importance of website design, information quality, and usefulness in shaping consumer purchase intention in the online travel domain. For instance, Kim & Lennon, (2008) found that visually appealing design positively influences purchase intention, while Ruiz Mafe Sanz Blas, (2006) demonstrated the significant impact of informative content on purchase intention, aligning with the positive coefficients observed in this study. KEYWORDS- Travel website design, Information and usefulness of travel website and travel purchase intention

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旅游网站的设计、信息和实用性对旅游购买意向的影响

本研究探讨了旅游网站的设计、信息和实用性对旅游购买意向的影响。本研究采用定量研究设计，通过谷歌表格进行结构化问卷调查，收集了 177 名受访者的数据。回归分析表明，设计、信息和实用性对旅游购买意向有显著的正向影响，每个预测变量都对旅游购买决策有实质性影响。这些研究结果证实了现有研究强调的网站设计、信息质量和实用性在影响消费者在线旅游购买意向方面的重要性。例如，Kim & Lennon（2008 年）发现，具有视觉吸引力的设计会对购买意向产生积极影响，而 Ruiz Mafe Sanz Blas（2006 年）则证明了信息内容对购买意向的重要影响，这与本研究中观察到的正系数相一致。关键词：旅游网站设计；旅游网站的信息和实用性；旅游购买意向

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EPRA International Journal of Research & Development (IJRD)

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