Moital, M., Vaughan, D. R. and Edwards, J.R., 2009. Using Involvement for Segmenting the Adoption of e-Commerce in Travel. Service Industries Journal, 29 (5), pp. 723-739.
Full text not available from this repository.
While the adoption of e-commerce in the purchasing of leisure travel is gaining momentum, higher levels of adoption can be achieved if greater knowledge of the market for e-commerce is obtained. This research uses two variables, involvement with computers for leisure purposes and purchasing leisure travel over the Internet, as a means of segmenting the market with regard to the adoption of e-commerce in the purchasing of leisure travel. A sample of residents of a suburban borough of Lisbon (Portugal) was surveyed and hierarchical clustering was performed on 225 usable questionnaires. The four resulting clusters of residents that emerged were quite different from one another in relation to the adoption of e-commerce in the purchasing of leisure travel and in supporting the internal and external validity of the clustering procedure. One segment that has not been reported in the literature before was identified, comprising those who have moderate involvement with both innovations (the moderate enthusiasts). Moreover, the results suggest that individuals in this cluster may be stronger candidates for the adoption of e-commerce in the purchasing of leisure travel that computer fanatics.
|Uncontrolled Keywords:||e-commerce; travel; segmentation; innovation interdependence; cluster analysis; Portugal|
|Subjects:||Social Sciences > Tourism|
|Group:||School of Tourism > Centre for Event and Sport Research|
|Deposited By:||INVALID USER|
|Deposited On:||24 Oct 2008 17:53|
|Last Modified:||07 Mar 2013 14:53|
|Repository Staff Only -|
|BU Staff Only -|
|Help Guide -||Editing Your Items in BURO|