Examining the adoption of e-shopping for travel services : determinants of consumers’ perceptions

Abstract

This study examines the relationship between the advantages and disadvantages of electronic travel shopping, in comparison to traditional in-store shopping from high street travel agents, and consumers' perception of the innovation characteristics (relative advantage, compatibility and complexity) of e-shopping; and the relationship between consumers' perception of these characteristics and their intention to adopt electronic travel shopping using a sample of 127 households in Thessaloniki, Greece. The results indicate that advantages and disadvantages of physical efforts and time pressure related to traditional in-store travel agency shopping positively influence consumers' perception of the characteristics of e-shopping. The results also show that consumers' perception of the relative advantage and compatibility of electronic travel shopping positively influence their intention to adopt e-shopping. It also examines whether income, education and age moderate these relationships.