| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 94 === The purpose of this study is to investigate what drives consumer to shop on online travel Web sites from utilitarian and hedonic perspective. This study proposes an integrated model to understand the effects of utilitarian and hedonic motivation on intention to search and intention to purchase. A structural equation modeling is developed to test the causal effects between variables.
This study finds that utilitarian motivation has direct effects on intention to search and intention to purchase. Hedonic motivation has direct effects on intention to search and indirect effects on intention to purchase. Additionally, utilitarian motivation is influenced by cost saving, convenience, selection, and information availability; hedonic motivation is influenced by learning trend, authority and status/control, adventure/curiosity, and online shopping achievement. The result of this study can be for online travel business manager to develop strategies.
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