Examination of Factors Influencing Consumer Preferences in Online Travel Agencies

Yıl 2024, Cilt: 27 Sayı: 2, 443 - 456, 29.11.2024

Onur Türker

https://doi.org/10.29249/selcuksbmyd.1470848

Öz

The purpose of this research was to determine the impact of perceived benefit, perceived web quality, and electronic word-of-mouth marketing on consumer preferences among 395 online travel agency consumers in Istanbul. A survey form consisting of 19 scale items relating to perceived benefit, perceived web quality, electronic word-of-mouth marketing, and consumer choice was prepared, and participants evaluated all statements on a 5-point Likert scale. Following the collection of participants' demographic information, factor analysis and reliability analysis were conducted, and relationships were tested using regression analysis. IBM SPSS 24 software was utilized for data analysis. The analysis revealed that the perceived efforts of online travel agencies in terms of perceived benefit and electronic word-of-mouth marketing did not have a significant impact on consumer preferences. Furthermore, the perceived web quality scale used in the study was found to be incongruent with the research findings and was thus excluded from the study. These results indicate the need for a more detailed examination to understand the factors influencing consumer preferences within travel agencies. For instance, exploring other potential factors influencing consumer preferences such as pricing, brand loyalty, and user experience might provide a more comprehensive perspective. Additionally, examining differences among specific demographic groups and utilizing a broader sample size could be beneficial for future research initiatives.

Anahtar Kelimeler

Online Travel Agency, Perceived Benefit, Perceived Web Quality, Electronic Word-of-Mouth Marketing, Consumer Preference

Online Seyahat Acentelerinde Tüketici Tercihlerini Etkileyen Faktörlerin İncelenmesi

Öz

Bu araştırmanın amacı, İstanbul'da yaşayan 395 online seyahat acentesi tüketicisi üzerinde gerçekleştirilen bir araştırma ile, algılanan fayda, algılanan web kalitesi ve elektronik ağızdan pazarlamanın tüketici tercihlerini etkileyip etkilemediğini belirlemektir. Anket formu, algılanan fayda, algılanan web kalitesi ve elektronik ağızdan pazarlama, tüketici tercihi ölçeklerini içeren toplamda 19 ölçek maddesi kullanılarak hazırlanmış ve katılımcılar tüm ifadeleri 5'li Likert ölçeğinde değerlendirmiştir. Araştırma kapsamında katılımcıların demografik özellikleri toplandıktan sonra faktör analizi ve güvenilirlik analizi gerçekleştirilmiş ve ilişkiler regresyon analizi kullanılarak test edilmiştir. IBM SPSS 24 yazılımı veri analizi için kullanılmıştır. Yapılan analizler sonucunda, online seyahat acentelerinin gerçekleştirdiği algılanan fayda çabaları ve elektronik ağızdan pazarlama faaliyetlerinin tüketici tercihleri üzerinde anlamlı bir etkisinin olmadığı görülmüştür. Ayrıca, kullanılan algılanan web kalitesi ölçeği, araştırma bulgularıyla uyumlu olmadığı için araştırmadan çıkarılmıştır. Bu sonuçlar, seyahat acentelerinin tüketici tercihleri üzerinde etkili olan faktörleri anlamak için daha detaylı bir incelemeye ihtiyaç olduğunu göstermektedir. Örneğin, tüketici tercihlerini belirleyen diğer olası etmenlerin (örneğin fiyat, marka sadakati, kullanıcı deneyimi vb.) araştırılması daha kapsamlı bir bakış açısı sunabilir. Ayrıca, belirli demografik gruplar arasında farklılıkların incelenmesi ve daha geniş bir örneklemin kullanılması da gelecekteki araştırmalar için faydalı olabilir.

Anahtar Kelimeler

Online Seyahat Acentesi, Algılanan Fayda, Algılanan Web Kalitesi, Elektronik Ağızdan Ağıza Pazarlama, Tüketici Tercihi

Kaynakça

• Abou-Shouk, M., Megicks, P., & Lim, W. M. (2013). Perceived benefits and e-commerce adoption by SME travel agents in developing countries: Evidence from Egypt. Journal of Hospitality & Tourism Research, 37(4), 490-515.
• Ahmad, A. H., Fauzi, R. U. A., Ditta, A. S. A., Idris, I., & Yazid, M. F. M. (2020). The role of perceived benefits and perceived risks towards the consumers’ purchase intention via e-commerce: An evidence from Indonesia. Solid State Technology, 63(2s), 3257-3274.
• Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707-733.
• Atuna, R. A., Djah, J., Achaglinkame, M. A., Bakker, S., Dari, L., Osei-Kwarteng, M., ... & Amagloh, F. K. (2022). Types of indigenous vegetables consumed, preparation, preferences and perceived benefits in Ghana. Journal of Ethnic Foods, 9(1), 38-50.
• Azer, J., & Ranaweera, C. (2022). Former customers’ E-WOM in social media platforms: An investigation of motives, network size, and social ties. Journal of Business Research, 146, 118-133.
• Benny, B., & Nebu, C. (2020). Impact of brand image on consumer preference among youth. An Annual Interdisciplinary Journal of History, 6(4), 252-267.
• Chang, K. C., Kuo, N. T., Hsu, C. L., & Cheng, Y. S. (2014). The impact of website quality and perceived trust on customer purchase intention in the hotel sector: Website brand and perceived value as moderators. International Journal of Innovation, Management and Technology, 5(4), 255-261.
• Chen, S., & Cheng, F. F. (2013, May). The influence of online atmosphere on perceived quality, satisfaction, and purchase intention. In 2013 Fifth International Conference on Service Science and Innovation (pp. 86-90). IEEE.
• Chen, X., Gao, Z., & McFadden, B. R. (2020). Reveal preference reversal in consumer preference for sustainable food products. Food Quality and Preference, 79, 103754.
• Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
• Dogruel, L., & Hao, X. (2016). Movie selection and E-WOM preference: A cross-cultural perspective. International Journal of Communication, 10, 2934-2954.
• Fu, S., Cheng, X., Bilgihan, A., & Okumus, F. (2024). Hue, brightness, saturation, and caption description: Which attributes impact listing preferences on digital accommodation platforms? Internet Research, 34(2), 495-518.
• Geel, L. (2002). Relating consumer preferences to sensory attributes of instant coffee. (Yayımlanmamış Yüksek Lisans Tezi). University of Pretoria.
• Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.
• Hardjono, B., Riyadi, S. A., & Aris, D. (2020). The implication of e-WoM communication on customer preference and purchase decision of electronic gadgets. Jurnal Dinamika Manajemen, 11(1), 1-11.
• Herz, R. S., Larsson, M., Trujillo, R., Casola, M. C., Ahmed, F. K., Lipe, S., & Brashear, M. E. (2022). A three-factor benefits framework for understanding consumer preference for scented household products: Psychological interactions and implications for future development. Cognitive Research: Principles and Implications, 7(1), 28.
• Hidayat, A. T. R., & Astuti, B. (2019). The influence of internet advertising and e-WOM on perception and purchase intention of B2C e-commerce customers in Indonesia. Proceeding UII-ICABE, 207-218.
• Hsiao, K., Lin, J., Wang, X., Lu, H., & Yu, H. (2010). Antecedents and consequences of trust in online product recommendations: An empirical study in social shopping. Online Information Review, 34(6), 935-953.
• Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The impact of website quality on customer satisfaction and purchase intention: Perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10, 549-570.
• Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word-of-mouth communications. Computers in Human Behavior, 80, 22-32.
• Jeon, M. M., & Jeong, M. (2017). Customers’ perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29(1), 438-457.
• Jibril, A. B., & Adzovie, D. E. (2024). Understanding the moderating role of E-WoM and traditional media advertisement toward fast-food joint selection: A uses and gratifications theory. Journal of Foodservice Business Research, 27(1), 1-25.
• Khatibi, A., Thyagarajan, V., & Seetharaman, A. (2003). E-commerce in Malaysia: Perceived benefits and barriers. Vikalpa, 28(3), 77-82.
• Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk, and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(1), 33-56.
• Korgaonkar, P. A., & Karson, E. J. (2007). The influence of perceived product risk on consumers’ e-tailer shopping preference. Journal of Business and Psychology, 22, 55-64.
• Lazzi, A., Vrontis, D., Trio, O., & Melanthiou, Y. (2016). Consumer preference, satisfaction, and intentional behavior: Investigating consumer attitudes for branded or unbranded products. Journal of Transnational Management, 21(2), 84-98.
• Lee, K. T., & Koo, D. M. (2012). Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974-1984.
• Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130-141.
• Lin, H. F., Lee, G. G., & Lee, C. P. (2005). The influence of partnership attributes on the perceived benefits of business-to-business electronic commerce. Asia Pacific Management Review, 10(5), 329-340.
• Long, Y., & Shi, P. (2017). Pricing strategies of tour operator and online travel agency based on cooperation to achieve O2O model. Tourism Management, 62, 302-311.
• Longstreet, P., Brooks, S., Featherman, M., & Loiacono, E. (2022). Evaluating website quality: Which decision criteria do consumers use to evaluate website quality? Information Technology & People, 35(4), 1271-1297.
• López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28-43.
• Nguyen, M. H., & Khoa, B. T. (2019). Perceived mental benefit in electronic commerce: Development and validation. Sustainability, 11(23), 6587. https://doi.org/10.3390/su11236587
• Becerra, P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
• Pradana, A. F. P., Hasan, S., Putra, A. H. P. K., & Kalla, R. (2022). Moderating of SERVQUAL on E-WOM, product quality, and brand image on and E-commerce purchase intention. Golden Ratio of Mapping Idea and Literature Format, 2(1), 36-51.
• Radiansyah, E., Mahrinasari, M. S., & Bangsawan, S. (2022). The role of message, sender, and receiver in E-WOM: A literature review. Strategic Alliance Between, 3(2), 237-246.
• Raguseo, E., & Vitari, C. (2017). The effect of brand on the impact of E-WOM on hotels’ financial performance. International Journal of Electronic Commerce, 21(2), 249-269.
• Sabaitytė, J., Davidavičienė, V., Straková, J., & Raudeliūnienė, J. (2019). Decision tree modelling of E-consumers’ preferences for internet marketing communication tools during browsing. Information Management, 1(14), 206-221.
• Sharma, A., & Bahl, D. S. (2019). Customer preferences for different service quality dimensions in selected e-commerce websites in India. Journal of Management, 6(3), 77-95.
• Soane, E., Dewberry, C., & Narendran, S. (2010). The role of perceived costs and perceived benefits in the relationship between personality and risk-related choices. Journal of Risk Research, 13(3), 303-318.
• Stefko, R., Fedorko, R., & Bacik, R. (2016). Website content quality in terms of perceived image of higher education institutions. Polish Journal of Management Studies, 13(2), 153-163.
• Tan, L. L. (2023). Understanding consumers’ preferences for green hotels: The roles of perceived green benefits and environmental knowledge. Journal of Hospitality and Tourism Insights, 6(3), 1309-1327.
• Tanadi, T., Samadi, B., & Gharleghi, B. (2015). The impact of perceived risks and perceived benefits to improve an online intention among generation-Y in Malaysia. Asian Social Science, 11(26), 226-238.
• Tsai, C. H. (2011). The e-commerce model of health websites: An integration of web quality, perceived interactivity, and web outcomes. Journal of Networks, 6(7), 1017-1024.
• Wang, E. S. T. (2016). The moderating role of consumer characteristics in the relationship between website quality and perceived usefulness. International Journal of Retail & Distribution Management, 44(6), 627-639.
• Wang, Y. J., Hernandez, M. D., & Minor, M. S. (2010). Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task. Journal of Business Research, 63(9-10), 935-942.
• Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly, 373-396.
• Yadav, R. K., & Verma, M. (2015). Consumer preference towards retail stores for food and grocery in evolving retail market. International Letters of Social and Humanistic Sciences, 60, 102-111.
• Yusuf, A. S., & Busalim, A. H. (2018). Influence of E-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493-504.
• Zengin, B., & Kazdal, E. (2020). Konaklama sektöründe dijitalleşme üzerine kavramsal bir inceleme. In C. Bilgi, M. C. Şapcılar, S. Uslu, & Z. Yetiş (Eds.), Turizme Akademik Yaklaşımlar (pp. 1-13).