Online Comparison Shopping Behavior of Travel Consumers
Document Type
Article
Publication Date
1-1-2012
Journal / Book Title
Journal of Quality Assurance in Hospitality & Tourism
Abstract
This article examines the extent of pre-purchase comparison search activity, in terms of comparison search duration and dispersion (number of alternative vendors examined) and its impact on purchase propensity for flight, car rental and hotel reservations. Click stream data and transactions from the Comscore panel of travelers between March and September 2008 are used to examine our hypotheses. Results show that comparison dispersion has an inverted-U relationship on purchase probability for flight and rental cars but does not significantly impact hotel purchases. Further, comparison search dispersion and duration differ for households of different sizes and income. These findings can help travel website managers develop appropriate online search marketing strategies to increase purchase conversion among different demographic segments.
DOI
10.1080/1528008X.2012.643185
MSU Digital Commons Citation
Chatterjee, Patrali and Wang, Yawei, "Online Comparison Shopping Behavior of Travel Consumers" (2012). Department of Marketing Faculty Scholarship and Creative Works. 221.
https://digitalcommons.montclair.edu/marketing-facpubs/221
Published Citation
Chatterjee, P., & Wang, Y. (2012). Online Comparison Shopping Behavior of Travel Consumers. Journal of Quality Assurance in Hospitality & Tourism, 13(1), 1–23. https://doi.org/10.1080/1528008X.2012.643185
