Understanding the Effect of Internet Convenience on Intention to Purchase via the Internet

  1. Alicia Izquierdo-Yusta 1
  2. Roberta J. Schultz 2
  1. 1 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  2. 2 Western Michigan University
    info

    Western Michigan University

    Kalamazoo, Estados Unidos

    ROR https://ror.org/04j198w64

Aldizkaria:
Journal of marketing development and competitiveness

ISSN: 2155-2843

Argitalpen urtea: 2011

Alea: 5

Zenbakia: 4

Orrialdeak: 32-50

Mota: Artikulua

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Beste argitalpen batzuk: Journal of marketing development and competitiveness

Laburpena

Purchasing via the Internet offers significant cost savings and time benefits to both service providers and consumers. This study empirically assesses a model of factors likely to affect Intentions to Purchase via the Internet. A multidimensional scale of Internet Convenience is developed. A sample was used of 759 respondents in Spain who chose to use the traditional method of booking a hotel instead of using the available Internet option. Results support the proposed hypotheses. Implications are provided for service providers to address these factors.