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Shopping orientation and online travel shopping: The role of travel experience

Authors

  • Jan Moller Jensen

    Corresponding author
    1. Department of Marketing and Management, University of Southern Denmark, Odense, Denmark
    • Department of Marketing and Management, University of Southern Denmark, Campusvej 55, 5230 Odense M., Denmark
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Abstract

This paper investigates how consumers' shopping orientation toward travel shopping influences their tendency to shop for travel products on the Internet. The paper also looks into the role of consumers' travel experience. A conceptual model is developed and a number of hypotheses are forwarded and tested by structural equation modeling, using data from 256 respondents. The results support several of the stated hypotheses. Shopping orientation and travel experience both influence travelers' intentions to shop travel products online. Implications for management practice and further research are discussed at the end of the paper. Copyright © 2011 John Wiley & Sons, Ltd.

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