Online Comparison Shopping Behavior of Travel Consumers

Research output: Contribution to journalArticle

10 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)1-23
Number of pages23
JournalJournal of Quality Assurance in Hospitality and Tourism
Volume13
Issue number1
DOIs
StatePublished - 1 Jan 2012

Fingerprint

automobile
flight
marketing
purchase
comparison
travel
Shopping behavior
Comparison shopping
Purchase
income
Car
Hotels
household
Data streams
Web sites
Inverted-U
Marketing strategy
Reservation
Demographics
Household

Keywords

  • comparison search dispersion
  • comparison search duration
  • flight
  • hotels
  • online travel purchase
  • purchase conversion
  • rental cars

Cite this

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Online Comparison Shopping Behavior of Travel Consumers. / Chatterjee, Patrali; Wang, Yawei.

In: Journal of Quality Assurance in Hospitality and Tourism, Vol. 13, No. 1, 01.01.2012, p. 1-23.

Research output: Contribution to journalArticle

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