What type of online sales promotion do airline users prefer? Analysis of the moderating role of users’ online experience level
The aim of the present research is to assess which type of online promotional incentive (monetary or non-monetary) is the most effective at achieving purchase intention for airline tickets, depending on the user’s level of Internet experience (characterized as novice, moderate, or expert user)....
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2015-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/757/1264 |
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| Summary: | The aim of the present research is to assess which type of online
promotional incentive (monetary or non-monetary) is the most
effective at achieving purchase intention for airline tickets,
depending on the user’s level of Internet experience (characterized
as novice, moderate, or expert user). A Univariate General Linear
Model is conducted, using data obtained from an experimental
design with two levels: monetary online sales promotion and nonmonetary online sales promotion. The findings indicate that in the
case of acquiring an airline ticket online, monetary incentives are
more appealing to novice Web users, while non-monetary
incentives are preferred by expert users. The present study breaks
new ground in that it examines, in the travel sector, the
effectiveness of online sales promotions at prompting the
individual to purchase online, in a comparative analysis based on
online sales incentive type (monetary vs. non-monetary). The work
contributes to the literature on the online travel sector by analyzing
how the user’s level of Web experience affects the effectiveness of
each type of online sales promotion. |
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| ISSN: | 2182-8466 |