Enhancing consumer attitudes toward a website as a contributing factor in business success

• Alcántara-Pilar, Juan Miguel ^[1] ; Blanco-Encomienda, Fª Javier ; Rodríguez-López, Mª Eugenia ; Del Barrio-García, Salvador
  1. [1] Universidad de Granada

     Universidad de Granada

     Granada, España

     
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 14, Nº. 1, 2018, págs. 108-116
• Idioma: inglés
• DOI: 10.18089/tms.2018.14109
• Títulos paralelos:
  • La actitud hacia el sitio web como factor clave del éxito empresarial
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Este estudio examina cómo la actitud de los consumidores hacia el sitio web de un destino turístico está influenciada por su facilidad de uso, por el riesgo percibido y por la utilidad percibida, pudiendo todo ello aumentar su intención de compra. Con el fin de crear un auténtico escenario en el que navegar, se creó un sitio web diseñado específicamente para un destino turístico ficticio. Los participantes fueron invitados a navegar por el sitio web libremente mientras realizaban ciertas tareas que se les habían asignado. El valor añadido de esta investigación radica en simular el comportamiento real de los consumidores, los cuales se enfrentan a una amplia gama de opciones a la hora de seleccionar su compra. Los resultados confirman que la facilidad de uso y la utilidad percibidas ejercen una influencia positiva sobre la actitud hacia el sitio web, mientras que el efecto del riesgo percibido es negativo. La implicación más importante de este trabajo es que si los gerentes de las empresas de turismo conocen mejor los aspectos que influyen en la actitud hacia un sitio web, esto les permitirá comercializar sus productos y servicios de manera más eficaz.

  • English

    This paper examines how consumers develop their attitude toward a destination website and are influenced by its usability, perceived risk and perceived usefulness – all of which can enhance their purchase intention. To create an authentic browsing scenario for the study, a website was specially designed for a fictitious tourist destination. Participants were invited to browse the site freely while carrying out the task assigned to them. This approach contributed added value to the research by simulating the real behavior of consumers who are faced with a range of options when selecting their purchase. The findings confirm that perceived usability and usefulness exert a positive influence on attitude toward the website, while the effect of the perceived risk is negative. The key implication is that if tourism business managers can better understand how attitude toward a website is developed this will enable them to market their products and services more effectively.

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