Travellers’ intention to purchase travel online: integrating trust and risk to the theory of planned behaviour

CITATION

Amaro, S. & Duarte, P. (2016) Travellers’ intention to purchase travel online: integrating trust and risk to the theory of planned behaviour, Anatolia, 27(3), 389-400

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ABSTRACT
This study aims to determine which factors influence travellers’ intentions
to purchase travel online by proposing and empirically testing a new model
grounded on the theory of planned behaviour. In order to validate the
model, a web-based questionnaire was applied and a total of 1732 valid
responses were obtained. The findings show that attitudes, perceived risk,
and perceived behavioural control have significant effects on intentions to
purchase travel online. However, contrary to what was expected, neither trust
nor the influence of others seems to directly affect intentions to purchase
travel online. Finally, the paper discusses the findings with the implications
for theory and practice and makes several suggestions for future research.


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