A Cross-Country Study of Consumer Behaviour in the Tourism Context

• DOI: 10.4018/jgim.362810
• Publication Date: 2024-12-10T21:59:45Z
• Authors: Lingbo Tan; Chenxue Ren; Chunliu Wang; Po-Ya Chang; Yu-Wei Chang
• Keywords: Affect; Online and offline; Consumer behaviour

With the development of internet, online-to-offline (O2O) commerce has become a key market. Although studies have investigated factors that affect usage online and offline channels, no study effect switching costs on consumer behavior in context travel agencies (OTAs). In addition, channels rarely been compared among countries. This how benefits OTAs China Indonesia. Consumers' intentions to book were positively affected by expected benefits, antecedents which are perceived reputation size OTAs, costs, can be increased through increasing asset specificity uncertainty. their visit hotels they booked. provides insight into O2O guidance for cooperation between hotels.