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Demystifying tourists’ intention to purchase travel online: the moderating role of technical anxiety and attitude

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  • Nikhil Dogra
  • Mohd. Adil
  • Mohd Sadiq
  • Farrukh Rafiq
  • Justin Paul

Abstract

This study investigates the influence of consumption value on tourists’ intention to purchase travel products online through the lens of the theory of consumption value framework. We used structural equation modelling (SEM) and a fuzzy set of qualitative comparative analysis (fsQCA) on 559 responses collected using M-Turk. The findings show that price value is the most significant factor and necessary for the purchase intention of tourists’ online travel products. Notably, technical anxiety and attitude moderate the relationship between consumption value and tourists’ purchase intention. This study offers meaningful insights into managers, policy-makers, and practitioners about the roles of various factors of consumption value, vis-avis their relative significance in driving individuals’ decision-making and travel service choices.

Suggested Citation

  • Nikhil Dogra & Mohd. Adil & Mohd Sadiq & Farrukh Rafiq & Justin Paul, 2023. "Demystifying tourists’ intention to purchase travel online: the moderating role of technical anxiety and attitude," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(13), pages 2164-2183, July.
    • Handle: RePEc:taf:rcitxx:v:26:y:2023:i:13:p:2164-2183
    DOI: 10.1080/13683500.2022.2078688
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