Online impulse buying of tourism products The role of web site personality, utilitarian and hedonic web browsing

Journal Article

Sreenivasan, Sajad Rezaei, Faizan Ali, Muslim Amin, . 2016

• Publication Work Type: Research Paper
• Publication Online URL: http://www.emeraldinsight.com/toc/jhtt/7/1
• Issue Number: 1
• Volume Number: 7
• Pages: 60-83

Publication Abstract

Abstract
Purpose – The purpose of this paper is to examine the structural relationship between web site personality,
utilitarian web browsing, hedonic web browsing and online impulse buying of tourism products.
Design/methodology/approach – A total of 405 valid online questionnaires were collected to
empirically test the measurement and structural model using partial least square path modelling approach,
a variance-based structural equation modelling technique. The study sample includes experienced online
shoppers who performed shopping tourism products and services via internet medium.
Findings – The results imply that web site personality is a second-order reflective construct
comprising solidity, enthusiasm, genuineness, sophistication and unpleasantness. web site personality
positively influences utilitarian web browsing, hedonic web browsing and online impulse buying; and
both hedonic web browsing and utilitarian web browsing positively influence online impulse buying.
Originality/value – Online impulse buying of tourism products has not been profoundly explored in
current literature, despite its important implication for managers, academicians and consumers alike.
This study contributes to the field of e-commerce marketing, retailing and e-tourism research.
Keywords Perception, Tourism products, Hedonic web browsing, Online impulse buying,
Utilitarian web browsing, Website personality
Paper type Research paper