چکیده مقاله
Information technology has changed almost every aspect of today’s people life It also has brought new visions to companies and consumers to enhance their abilities and opportunities in order to experience higher levels of profitability and service quality But easy and rapid access to information can lead to bulk of information and complication information processing in consumer side and also dissatisfaction or loss of potential customers’ advocacy For this reason this study is aimed first to investigate the factors that can function as the antecedents of online confusion and then to determine the consequence of such confusion for the firms or service organizations in tourism industry In order to achieve these objectives, consumers who have used online travel booking services to book for a travel are considered as the study participants The research is conducted in Isfahan city as one of the main destinations selected by both domestic and international tourists Data were collected through self administrated questionnaires with confirmed validity and reliability from 110 tourists who have used online tourism service in the past Structural Equation Modeling was used in order to test the proposed hypotheses using smart PLS software The findings confirm the influence of price consciousness and quality consciousness on consumers’ confusion According to these findings although prior experience can affect overload and unclarity confusion, it does not affect similarity confusion The findings also show that need for cognition does not influence any type of confusion Finally, this study found that all three types of confusion can affect consumers’ intention to repeat online purchase
کلیدواژهها
نویسندگان
Bahram Ranjbarian
Prof, Department of Management, University of Isfahan, Isfahan, Iran
Seyedeh Masoomeh Abdollahi
PhD Student of Business Management, Major in Marketing University of Isfahan, Isfahan, Iran
Hassan Ghorbani
Department of Management and Accounting Islamic Azad University, Mobarakeh branch, Isfahan, Iran
شیوه ارجاع
Ranjbarian, Bahram and Masoomeh Abdollahi, Seyedeh and Ghorbani, Hassan,1395,Potential Antecedents and Consequences of Online Confusion in Tourism Industry,10th International E-Commerce Conference ECDC2016 with an approach to E-Tourism,Isfahan
ارائهشده در
یازدهمین کنفرانس بین المللی تجارت الکترونیک ECDC201727 فروردین 1395 · اصفهان