Enhancing consumer attitudes toward a website as a contributing factor in business success
This paper examines how consumers develop their attitude toward a destination website and are influenced by its usability, perceived risk and perceived usefulness – all of which can enhance their purchase intention. To create an authentic browsing scenario for the study, a website was specially...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2018-01-01
|
| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/983/pdf_76 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This paper examines how consumers develop their attitude toward a
destination website and are influenced by its usability, perceived risk
and perceived usefulness – all of which can enhance their purchase
intention. To create an authentic browsing scenario for the study, a
website was specially designed for a fictitious tourist destination.
Participants were invited to browse the site freely while carrying out
the task assigned to them. This approach contributed added value to
the research by simulating the real behavior of consumers who are
faced with a range of options when selecting their purchase. The
findings confirm that perceived usability and usefulness exert a
positive influence on attitude toward the website, while the effect of
the perceived risk is negative. The key implication is that if tourism
business managers can better understand how attitude toward a
website is developed this will enable them to market their products
and services more effectively. |
|---|---|
| ISSN: | 2182-8466 |