Araştırma Makalesi
BibTex RIS Kaynak Göster

The Impact of Hotel Web Design and Web Engagement on Online Purchase Intention: A Research on Business Travelers in Dubai

Yıl 2017, Cilt: 5 Sayı: 3, 69 - 83, 30.10.2017
https://doi.org/10.18825/iremjournal.333892

Öz



Considering specific
properties of the tourism product, assessment only with abstract information
and promises and tourist's requirement of managing purchase process with such
abstract information have integrated tourism sector with information industry.
The tourism industry tries to fill the perception gap that commitment cannot
fill with information networks. Hotel web sites are an important mediator that
reduces tourists' perception gap and worries. However, this media should not be
approached only as an information service, communication channel or feedback
system. This study focuses on the impact of hotel web design and web engagement
on online purchase intention. A total of 367 valid online questionnaires were
collected to empirically test the structural model using partial least square
(PLS) path modeling approach. The study sample includes guests who have chosen
Dubai hotels and who make reservation through the hotel or agency web sites.




Kaynakça

  • Agarwal, R. ve Karahanna, E. (2000) ‘Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage’. MIS Quarterly, ss. 665-694. Ali, F. (2016) ‘Hotel website quality, perceived flow, customer satisfaction and purchase intention’, Journal of Hospitality and Tourism Technology, 7 (2), ss. 213-228
  • Ali, F. ve Kim, W. G. (2015). ‘A comparative study of CB-SEM and PLS-SEM for theory development in hospitality research’, 3rd World Research Summit for Tourism and Hospitality, Orlando, FL.
  • Au Yeung, T. ve Law, R. (2004) ‘Extending the modified heuristic usability evaluation technique to chain and independent hotel websites’, International Journal of Hospitality Management, 23 (3), ss. 307-313.
  • Bai, B., Law, R. ve Wen, I. (2008) ‘The impact of website quality on customer satisfaction and purchase intentions: evidence from Chinese online visitors’, International Journal of Hospitality Management, 27 (3), ss. 391-402.
  • Brush, R. (2001) ‘Effective Web design and core communication issues: The mission components in Web-based distance education', Journal of Educational Multimedia and Hypermedia, 10(4), ss. 357-368.
  • Bughın, J., Shenkan, A. ve Singer, M. (2008) ‘How poor metrics undermine digital marketing’, McKinsey Quarterly, 4, ss. 38-61.
  • Donovan, R. ve Rossiter, J. (1982), ‘Store atmosphere: an environmental psychology approach’, Journal of Retailing, 58 (1), ss. 34-57.
  • Espineira J. A. H. (2010) Proposal Of A Web Sıte Engagement Scale And Research Model. Analysıs Of The Influence Of Intra Web Sıte Comparative Behaviour. Yayınlanmamış Doktora Tezi, Departamento de Comercialización e Investigación de Mercados Universitat de València
  • Gao, L. ve Bai, X. (2014), ‘An empirical study on continuance intention of mobile social networking services: integrating the IS success model, network externalities and flow theory’, Asia Pacific Journal of Marketing and Logistics, 26, (2), ss. 168-189.
  • Gefen, D., Karahanna, E. ve Straub, D. W. (2003) ‘Trust and TAM in online shopping: An integrated model’. MIS Quarterly, ss. 51-90.
  • Hair, J.F., Hult, G.T.M., Ringle, C. ve Sarstedt, M. (2013), A Primer on Partial Least Squares Structural Equation Modelling (PLS-SEM), London: Sage Publications
  • Henseler, J., Ringle, C.M. ve Sarstedt, M. (2015), ‘A new criterion for assessing discriminant validity in variance-based structural equation modeling’, Journal of the Academy of Marketing Science, 43 (1), ss. 115-135.
  • Huang, M. (2006) ‘Flow, enduring, and situational involvement in the web environment: A tripartite second-order examination’. Psychology and Marketing, 23 (5), ss. 383-411.
  • Jacques, R., Preece, J. ve Carey, T. (1995) ‘Engagement as a design concept for hypermedia’. Canadian Journal of Educational Communications, Special Issue on Multimedia Development, ss. 49-59.
  • Jarvenpaa, S.L., Tractinsky, J. ve Vitale, M. (2000), ‘Consumer trust in an internet store’, Information Technology Management, 1 (1/2), ss. 45-71.
  • Junaini, S. N ve Sidi, J. (2007) ‘Customer-centered design approach to improve ecommerce Web site usability’. In: Unimas Research Symposium (URS’07) , 10-12 December 2007, Kuching, Sarawak.
  • Li, D., Browne, G. ve Wetherbe, J. (2006): ‘Why do Internet users stick with a specific Web Site? A relationship perspective’. International Journal of Electronic Commerce, 10 (4), ss. 105-141.
  • Little, R. (1988), ‘Missing-data adjustments in large surveys’, Journal of Business & Economic Statistics, 6 (3), ss. 287-296.
  • Mollen, A. ve Wilson, H. (2010), 'Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives.’ Journal of Business Research, 63 (9-10), ss. 919-925.
  • Novak, T.P., Hoffman, D.L. ve Duhachek, A. (2003), ‘The influence of goal-directed and experiential activities in online flow experiences’, Journal of Consumer Psychology, 13 (1), ss. 3-16.
  • Oliver, R. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.
  • Palmer, J. W. (2002): ‘Web site usability, design, and performance metrics’. Information Systems Research, 13 (2), ss. 151-167.
  • Pavlou, P.A., Liang, H. ve Xue, Y. (2007), ‘Understanding and mitigate uncertainty in online exchange relationships: a principal agent perspective’, MIS Quarterly, 31 (1), ss. 105-136.
  • Rosen, D. ve Purinton, E. (2004) ‘Website design: Viewing the web as a cognitive landscape’. Journal of Business Research, 57 (7), ss. 787-794.
  • Senecal, S., Nantel, J. ve Gharbi, J. E. (2002), ‘The Influence of flow on hedonic and utilitarian shopping values’. Advances in Consumer Research, 29 (1), ss. 483-484.
  • Van Den Poel, D ve Buckinx, W. (2005), ‘Predicting online-purchasing behaviour’. European Journal of Operational Research, 166 (2), ss. 557-575.
  • Wang, L., Law, R., Guillet, B.D., Hung, K. ve Fong, D. K.(2015), ‘Impact of hotel website quality on online booking intentions: eTrustas a mediator’, International Journal of Hospitality Management, 47 (1), ss. 108-115
  • Yang, T. ve Lai, H. (2006) ‘Comparison of product bundling strategies on different online shopping behaviors’. Electronic Commerce Research and Applications, 5, ss. 295-304.
  • Zauberman, G. (2003), ‘The Intertemporal Dynamics of Consumer Lock-In’. Journal of Consumer Research, 30 (3), ss. 405-419.
  • Zeithaml, V., Bitner, M.J. ve Gremler, D. (2006), Service Marketing: Integrating Customer Focus across the Firm, New York: McGraw-Hill.

OTEL WEB TASARIMI VE WEB BAĞLILIĞININ ONLİNE SATIN ALMA NİYETİNE ETKİSİ: DUBAİ'DEKİ İŞ GEZGİNLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2017, Cilt: 5 Sayı: 3, 69 - 83, 30.10.2017
https://doi.org/10.18825/iremjournal.333892

Öz

Turistik ürünlerin kendine has özellikleri nedeniyle
turistler soyut bilgilerle ve vaatlerle satın alma kararını vermek
zorundadırlar. Turizm endüstrisi bilgi ağlarıyla soyut vaatlerin dolduramadığı
algı boşluğunu doldurmaya çalışmaktadır. Otel web siteleri turistlerin algı
boşluklarını ve kaygılarını azaltan önemli bir medyadır. Fakat bu medyaya
yalnızca bir bilgi servisi, iletişim kanalı veya geribildirim sistemi olarak yaklaşılmamalıdır.
Web siteleri üzerindeki arama davranışı ve bilgilerle sağlanan etkileşim tatil
deneyiminin bir parçası olarak kabul edilmelidir. Bu çalışmada, otel web site
tasarımının ve web bağlılığının satın alma niyeti üzerindeki etkisine ve
ilişkisine odaklanılmaktadır. Araştırmada ölçümler ve yapısal modeli ampirik
olarak test etmek için 367 geçerli çevrimiçi anket formundaki veriler PLS ile
analiz edilmiştir. Çalışma örneklemi, Dubai otellerini seçen ve rezervasyonunu
otel veya acente web siteleri aracılığıyla yapan konukları kapsamaktadır.
Araştırma bulguları otel web site tasarım kalitesinin web site bağlılığını
etkilediği ve bu bağlılığın da memnuniyet ve satın alma niyetine etki ettiğini
göstermektedir.

Kaynakça

  • Agarwal, R. ve Karahanna, E. (2000) ‘Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage’. MIS Quarterly, ss. 665-694. Ali, F. (2016) ‘Hotel website quality, perceived flow, customer satisfaction and purchase intention’, Journal of Hospitality and Tourism Technology, 7 (2), ss. 213-228
  • Ali, F. ve Kim, W. G. (2015). ‘A comparative study of CB-SEM and PLS-SEM for theory development in hospitality research’, 3rd World Research Summit for Tourism and Hospitality, Orlando, FL.
  • Au Yeung, T. ve Law, R. (2004) ‘Extending the modified heuristic usability evaluation technique to chain and independent hotel websites’, International Journal of Hospitality Management, 23 (3), ss. 307-313.
  • Bai, B., Law, R. ve Wen, I. (2008) ‘The impact of website quality on customer satisfaction and purchase intentions: evidence from Chinese online visitors’, International Journal of Hospitality Management, 27 (3), ss. 391-402.
  • Brush, R. (2001) ‘Effective Web design and core communication issues: The mission components in Web-based distance education', Journal of Educational Multimedia and Hypermedia, 10(4), ss. 357-368.
  • Bughın, J., Shenkan, A. ve Singer, M. (2008) ‘How poor metrics undermine digital marketing’, McKinsey Quarterly, 4, ss. 38-61.
  • Donovan, R. ve Rossiter, J. (1982), ‘Store atmosphere: an environmental psychology approach’, Journal of Retailing, 58 (1), ss. 34-57.
  • Espineira J. A. H. (2010) Proposal Of A Web Sıte Engagement Scale And Research Model. Analysıs Of The Influence Of Intra Web Sıte Comparative Behaviour. Yayınlanmamış Doktora Tezi, Departamento de Comercialización e Investigación de Mercados Universitat de València
  • Gao, L. ve Bai, X. (2014), ‘An empirical study on continuance intention of mobile social networking services: integrating the IS success model, network externalities and flow theory’, Asia Pacific Journal of Marketing and Logistics, 26, (2), ss. 168-189.
  • Gefen, D., Karahanna, E. ve Straub, D. W. (2003) ‘Trust and TAM in online shopping: An integrated model’. MIS Quarterly, ss. 51-90.
  • Hair, J.F., Hult, G.T.M., Ringle, C. ve Sarstedt, M. (2013), A Primer on Partial Least Squares Structural Equation Modelling (PLS-SEM), London: Sage Publications
  • Henseler, J., Ringle, C.M. ve Sarstedt, M. (2015), ‘A new criterion for assessing discriminant validity in variance-based structural equation modeling’, Journal of the Academy of Marketing Science, 43 (1), ss. 115-135.
  • Huang, M. (2006) ‘Flow, enduring, and situational involvement in the web environment: A tripartite second-order examination’. Psychology and Marketing, 23 (5), ss. 383-411.
  • Jacques, R., Preece, J. ve Carey, T. (1995) ‘Engagement as a design concept for hypermedia’. Canadian Journal of Educational Communications, Special Issue on Multimedia Development, ss. 49-59.
  • Jarvenpaa, S.L., Tractinsky, J. ve Vitale, M. (2000), ‘Consumer trust in an internet store’, Information Technology Management, 1 (1/2), ss. 45-71.
  • Junaini, S. N ve Sidi, J. (2007) ‘Customer-centered design approach to improve ecommerce Web site usability’. In: Unimas Research Symposium (URS’07) , 10-12 December 2007, Kuching, Sarawak.
  • Li, D., Browne, G. ve Wetherbe, J. (2006): ‘Why do Internet users stick with a specific Web Site? A relationship perspective’. International Journal of Electronic Commerce, 10 (4), ss. 105-141.
  • Little, R. (1988), ‘Missing-data adjustments in large surveys’, Journal of Business & Economic Statistics, 6 (3), ss. 287-296.
  • Mollen, A. ve Wilson, H. (2010), 'Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives.’ Journal of Business Research, 63 (9-10), ss. 919-925.
  • Novak, T.P., Hoffman, D.L. ve Duhachek, A. (2003), ‘The influence of goal-directed and experiential activities in online flow experiences’, Journal of Consumer Psychology, 13 (1), ss. 3-16.
  • Oliver, R. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.
  • Palmer, J. W. (2002): ‘Web site usability, design, and performance metrics’. Information Systems Research, 13 (2), ss. 151-167.
  • Pavlou, P.A., Liang, H. ve Xue, Y. (2007), ‘Understanding and mitigate uncertainty in online exchange relationships: a principal agent perspective’, MIS Quarterly, 31 (1), ss. 105-136.
  • Rosen, D. ve Purinton, E. (2004) ‘Website design: Viewing the web as a cognitive landscape’. Journal of Business Research, 57 (7), ss. 787-794.
  • Senecal, S., Nantel, J. ve Gharbi, J. E. (2002), ‘The Influence of flow on hedonic and utilitarian shopping values’. Advances in Consumer Research, 29 (1), ss. 483-484.
  • Van Den Poel, D ve Buckinx, W. (2005), ‘Predicting online-purchasing behaviour’. European Journal of Operational Research, 166 (2), ss. 557-575.
  • Wang, L., Law, R., Guillet, B.D., Hung, K. ve Fong, D. K.(2015), ‘Impact of hotel website quality on online booking intentions: eTrustas a mediator’, International Journal of Hospitality Management, 47 (1), ss. 108-115
  • Yang, T. ve Lai, H. (2006) ‘Comparison of product bundling strategies on different online shopping behaviors’. Electronic Commerce Research and Applications, 5, ss. 295-304.
  • Zauberman, G. (2003), ‘The Intertemporal Dynamics of Consumer Lock-In’. Journal of Consumer Research, 30 (3), ss. 405-419.
  • Zeithaml, V., Bitner, M.J. ve Gremler, D. (2006), Service Marketing: Integrating Customer Focus across the Firm, New York: McGraw-Hill.
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Bölüm MAKALELER
Yazarlar

Akan Yanık

Yayımlanma Tarihi 30 Ekim 2017
Gönderilme Tarihi 10 Ağustos 2017
Kabul Tarihi 30 Ekim 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 5 Sayı: 3

Kaynak Göster

APA Yanık, A. (2017). OTEL WEB TASARIMI VE WEB BAĞLILIĞININ ONLİNE SATIN ALMA NİYETİNE ETKİSİ: DUBAİ’DEKİ İŞ GEZGİNLERİ ÜZERİNE BİR ARAŞTIRMA. International Review of Economics and Management, 5(3), 69-83. https://doi.org/10.18825/iremjournal.333892