The e-environmental perception of tourism agencies impacts on the purchase decision

the mediating role of attitude

Authors

DOI:

https://doi.org/10.7784/rbtur.v15i2.1977

Keywords:

Perception of online value, Confidence, Role of Attitude, Tourism Services.

Abstract

This article aims to understand how the perception of value in an online tourism setting influences the purchase intention indirectly, given that consumer confidence and attitude impact on their online behavior. The theoretical model used was inspired by the background of trust by Beldad, De Jong and Steehouder (2010a), in the trust model in online travel agencies (Agag & El-masry, 2017), in the technological acceptance model (TAM) and in the theory of rational action (TAR), applied to the retail context of tourism services. The results confirm the mediation of the attitude in the relationship between trust and purchase intention, consistent with the numbers of markets in countries with low education for Internet use and security problems for online transactions. The results also made it possible to propose the measurement of the perception of value that considers dimensions of technological acceptance, which is convenient when dealing with consumers' online behavior. Thus, the impact of the trust construct on the purchase intention is best explained by the indirect path via attitude. Therefore, individuals who trust the website of online travel agencies have greater intentions to hire services in this virtual store environment when they have positive attitudes towards the aforementioned retail context.

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Author Biographies

Marcelo Moll Brandão, Federal University of Espírito Santo (UFES), Vitória, ES, Brazil.

He has a PhD in Administration by EAESP/FGV with thesis developed in consumer behavior in retail (2012). He holds a degree in Business Administration from the Federal University of Espírito Santo (1996) and a Master’s Degree in Accounting from FUCAPE (2006). He was a researcher of the Study Project on Attracting Retailers in SP - CEV/FGV. Experience as a teacher of undergraduate and MBA programs, master’s, and doctoral degrees. He is a researcher in the field of marketing and his works are centered on themes such as: consumer behavior (influence of situational factors of the store environment on consumer behavior and responses, perception of crowding in service environments, influence of human factors in store environment) and marketing strategy (measurement of financial and economic results of marketing, influences of marketing activities on the value of companies, factors of attractiveness of retailers). He is currently a professor at the Federal University of Espírito Santo (UFES).

Larissa Alves Sincorá, Federal University of Espírito Santo (UFES), Vitória, ES, Brazil.

She is a PhD student in Administration at the Federal University of Espírito Santo (UFES). She has degree in administration from the Federal University of Espírito Santo (2013) and a Master’s Degree in Administration (2016). She worked as an intern in the company Odebrecht Engineering & Construction (2008) and at the Secretary of State for Management and Human Resources (2012), in the Logistic Resources Management. She is currently a researcher at the Process Laboratory - Analytics (PROLAB-Analytics). Her research interests include: decision making, business analytics (BA), analytical capabilities, big data, business process management, supply chain, organizational resilience, organizational performance, structural equation modeling (SEM), experimental research, behavioral operations.

Arthur França Sarcinelli, São Paulo School of Business Administration (FGV-EAESP), São Paulo, SP, Brazil.

He is a PhD student at the São Paulo School of Business Administration (EAESP/FGV). He holds a degree in Business Administration from the Federal University of Espírito Santo (2017) and a Master’s Degree in Administration (2019). Research interests: Behavioral pricing, Transformative Service Research and Environmental store factors.

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Published

2021-03-14

How to Cite

Brandão, M. M., Sincorá, L. A., & Sarcinelli, A. F. (2021). The e-environmental perception of tourism agencies impacts on the purchase decision: the mediating role of attitude. Revista Brasileira De Pesquisa Em Turismo, 15(2), 1977. https://doi.org/10.7784/rbtur.v15i2.1977

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Vol. 15 No. 2 (2021): maio/agosto

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