Understanding the Effect of Internet Convenience on Intention to Purchase via the Internet
- Alicia Izquierdo-Yusta 1
- Roberta J. Schultz 2
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1
Universidad de Burgos
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2
Western Michigan University
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ISSN: 2155-2843
Year of publication: 2011
Volume: 5
Issue: 4
Pages: 32-50
Type: Article
More publications in: Journal of marketing development and competitiveness
Abstract
Purchasing via the Internet offers significant cost savings and time benefits to both service providers and consumers. This study empirically assesses a model of factors likely to affect Intentions to Purchase via the Internet. A multidimensional scale of Internet Convenience is developed. A sample was used of 759 respondents in Spain who chose to use the traditional method of booking a hotel instead of using the available Internet option. Results support the proposed hypotheses. Implications are provided for service providers to address these factors.
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