Using involvement for segmenting the adoption of e-commerce in travel

This source preferred by Miguel Moital

Authors: Moital, M., Vaughan, D.R. and Edwards, J.R.

Journal: Service Industries Journal

Volume: 29

Pages: 723-739

ISSN: 0264-2069

DOI: 10.1080/02642060902720253

While the adoption of e-commerce in the purchasing of leisure travel is gaining momentum, higher levels of adoption can be achieved if greater knowledge of the market for e-commerce is obtained. This research uses two variables, involvement with computers for leisure purposes and purchasing leisure travel over the Internet, as a means of segmenting the market with regard to the adoption of e-commerce in the purchasing of leisure travel. A sample of residents of a suburban borough of Lisbon (Portugal) was surveyed and hierarchical clustering was performed on 225 usable questionnaires. The four resulting clusters of residents that emerged were quite different from one another in relation to the adoption of e-commerce in the purchasing of leisure travel and in supporting the internal and external validity of the clustering procedure. One segment that has not been reported in the literature before was identified, comprising those who have moderate involvement with both innovations (the moderate enthusiasts). Moreover, the results suggest that individuals in this cluster may be stronger candidates for the adoption of e-commerce in the purchasing of leisure travel that computer fanatics.

This data was imported from Scopus:

Authors: Moital, M., Vaughan, R. and Edwards, J.

Journal: Service Industries Journal

Volume: 29

Issue: 5

Pages: 723-739

eISSN: 1743-9507

ISSN: 0264-2069

DOI: 10.1080/02642060902720253

While the adoption of e-commerce in the purchasing of leisure travel is gaining momentum, higher levels of adoption can be achieved if greater knowledge of the market for e-commerce is obtained. This research uses two variables, involvement with computers for leisure purposes and purchasing leisure travel over the Internet, as a means of segmenting the market with regard to the adoption of e-commerce in the purchasing of leisure travel. A sample of residents of a suburban borough of Lisbon (Portugal) was surveyed and hierarchical clustering was performed on 225 usable questionnaires. The four resulting clusters of residents that emerged were quite different from one another in relation to the adoption of e-commerce in the purchasing of leisure travel and in supporting the internal and external validity of the clustering procedure. One segment that has not been reported in the literature before was identified, comprising those who have moderate involvement with both innovations (the moderate enthusiasts). Moreover, the results suggest that individuals in this cluster may be stronger candidates for the adoption of e-commerce in the purchasing of leisure travel that computer fanatics. © 2009 Taylor & Francis.

This data was imported from Web of Science (Lite):

Authors: Moital, M., Vaughan, R. and Edwards, J.

Journal: SERVICE INDUSTRIES JOURNAL

Volume: 29

Issue: 5

Pages: 723-739

ISSN: 0264-2069

DOI: 10.1080/02642060902720253

The data on this page was last updated at 05:12 on February 26, 2020.