Introducing flow theory to explain the interactive online shopping experience in a travel context

Khaldoon Nusair, H. G. Parsa

Research output: Contribution to journalArticle

29 Citations (Scopus)

Abstract

Online travel commerce has evolved significantly from the initial sales of less-complex products such as airline tickets, accommodations, and car rentals, to include more complex products like vacation packages and cruises. Many online travel portals, however, have fallen behind in terms of creating a compelling online environment for customers. Online shopping behavior is becoming increasingly complex with the evolution of experiential and utilitarian shopping practices. These two types of practices have a significant effect on the formation of a customer's attitude towards a Web site and eventual purchase intention. The proposed model delineates the customer's preference towards a Web site within experiential and utilitarian purchase contexts when flow variables control, cognitive enjoyment, and focus are involved. This article may help online travel businesses identify uniqueWeb features that satisfy the needs of both the experiential and utilitarian customer. Moreover, this model shows that a successful travel site could entice a utilitarian customer to engage in experiential site features that might result in positive attitude formation and consequent future revisits.

Original languageEnglish
Pages (from-to)1-20
Number of pages20
JournalInternational Journal of Hospitality and Tourism Administration
Volume12
Issue number1
DOIs
Publication statusPublished - Jan 2011

Fingerprint

flow control
automobile
Shopping experience
Online shopping
travel
Complex product
Web sites
purchase
product
Airlines
Enjoyment
Purchase intention
Business travel
Commerce
Control variable
Vacation
Purchase
Shopping
Accommodation
Cruise

Keywords

  • Consumer attitudes
  • E-commerce
  • Experiential
  • Flow theory
  • Online travel
  • Utilitarian

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

Cite this

@article{f795b0a3df7642769540fda3f1364c03,
title = "Introducing flow theory to explain the interactive online shopping experience in a travel context",
abstract = "Online travel commerce has evolved significantly from the initial sales of less-complex products such as airline tickets, accommodations, and car rentals, to include more complex products like vacation packages and cruises. Many online travel portals, however, have fallen behind in terms of creating a compelling online environment for customers. Online shopping behavior is becoming increasingly complex with the evolution of experiential and utilitarian shopping practices. These two types of practices have a significant effect on the formation of a customer's attitude towards a Web site and eventual purchase intention. The proposed model delineates the customer's preference towards a Web site within experiential and utilitarian purchase contexts when flow variables control, cognitive enjoyment, and focus are involved. This article may help online travel businesses identify uniqueWeb features that satisfy the needs of both the experiential and utilitarian customer. Moreover, this model shows that a successful travel site could entice a utilitarian customer to engage in experiential site features that might result in positive attitude formation and consequent future revisits.",
keywords = "Consumer attitudes, E-commerce, Experiential, Flow theory, Online travel, Utilitarian",
author = "Khaldoon Nusair and Parsa, {H. G.}",
year = "2011",
month = "1",
doi = "10.1080/15256480.2011.540974",
language = "English",
volume = "12",
pages = "1--20",
journal = "International Journal of Hospitality and Tourism Administration",
issn = "1525-6480",
publisher = "Routledge",
number = "1",

}

TY - JOUR

T1 - Introducing flow theory to explain the interactive online shopping experience in a travel context

AU - Nusair, Khaldoon

AU - Parsa, H. G.

PY - 2011/1

Y1 - 2011/1

N2 - Online travel commerce has evolved significantly from the initial sales of less-complex products such as airline tickets, accommodations, and car rentals, to include more complex products like vacation packages and cruises. Many online travel portals, however, have fallen behind in terms of creating a compelling online environment for customers. Online shopping behavior is becoming increasingly complex with the evolution of experiential and utilitarian shopping practices. These two types of practices have a significant effect on the formation of a customer's attitude towards a Web site and eventual purchase intention. The proposed model delineates the customer's preference towards a Web site within experiential and utilitarian purchase contexts when flow variables control, cognitive enjoyment, and focus are involved. This article may help online travel businesses identify uniqueWeb features that satisfy the needs of both the experiential and utilitarian customer. Moreover, this model shows that a successful travel site could entice a utilitarian customer to engage in experiential site features that might result in positive attitude formation and consequent future revisits.

AB - Online travel commerce has evolved significantly from the initial sales of less-complex products such as airline tickets, accommodations, and car rentals, to include more complex products like vacation packages and cruises. Many online travel portals, however, have fallen behind in terms of creating a compelling online environment for customers. Online shopping behavior is becoming increasingly complex with the evolution of experiential and utilitarian shopping practices. These two types of practices have a significant effect on the formation of a customer's attitude towards a Web site and eventual purchase intention. The proposed model delineates the customer's preference towards a Web site within experiential and utilitarian purchase contexts when flow variables control, cognitive enjoyment, and focus are involved. This article may help online travel businesses identify uniqueWeb features that satisfy the needs of both the experiential and utilitarian customer. Moreover, this model shows that a successful travel site could entice a utilitarian customer to engage in experiential site features that might result in positive attitude formation and consequent future revisits.

KW - Consumer attitudes

KW - E-commerce

KW - Experiential

KW - Flow theory

KW - Online travel

KW - Utilitarian

UR - http://www.scopus.com/inward/record.url?scp=79251538964&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=79251538964&partnerID=8YFLogxK

U2 - 10.1080/15256480.2011.540974

DO - 10.1080/15256480.2011.540974

M3 - Article

VL - 12

SP - 1

EP - 20

JO - International Journal of Hospitality and Tourism Administration

JF - International Journal of Hospitality and Tourism Administration

SN - 1525-6480

IS - 1

ER -