Các biến liên ngành đa chiều ảnh hưởng đến ý định mua hàng trực tuyến của du khách tại Thành phố di sản thế giới (Thành phố Yazd, Iran)

SN Business & Economics - Tập 3 - Trang 1-21 - 2023
Mohammad Reza Asadi Zarch1, Sarasadat Makian2, Mohammad Najjarzadeh3
1Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
2Urban Planning and Alpine Geography Institute, Grenoble Alpes University, Grenoble, France
3Faculty of Tourism, Semnan University, Semnan, Iran

Tóm tắt

Nghiên cứu này xác định ảnh hưởng của các biến liên ngành đến ý định mua hàng trực tuyến của du khách, như kinh nghiệm mua hàng trực tuyến của người tiêu dùng, hành vi tìm kiếm sự mới lạ, cảm nhận về sự dễ dàng khi sử dụng, hành vi chấp nhận rủi ro, đặc điểm dịch vụ du lịch và điểm đến. Đối tượng nghiên cứu gồm các du khách quốc tế đã mua tour tham quan Yazd. Sử dụng phương pháp lấy mẫu thuận tiện, 386 du khách đã được chọn để hoàn thành bảng câu hỏi về các biến. Dữ liệu được phân tích bằng phần mềm SmartPLS và SPSS. Kết quả cho thấy "kinh nghiệm trước đó," "sự dễ dàng khi sử dụng," "hành vi chấp nhận rủi ro," và "hành vi tìm kiếm sự mới lạ" có ảnh hưởng trực tiếp và có ý nghĩa đến "thái độ mua hàng trực tuyến" và có tác động gián tiếp đến "ý định mua hàng trực tuyến của du khách" với vai trò trung gian của thái độ mua hàng trực tuyến. Hơn nữa, "các dịch vụ du lịch và đặc điểm điểm đến" cùng với thái độ mua hàng trực tuyến tác động trực tiếp và có ý nghĩa đến ý định mua hàng trực tuyến của du khách. Việc chuyển giao giữa các lĩnh vực cải thiện chất lượng nghiên cứu có liên quan đến ngành và tạo ra giá trị thực tiễn cao hơn. Các biến liên ngành đã được xác định ảnh hưởng đến ý định mua hàng trực tuyến của du khách có giá trị cho tiếp thị điểm đến của các thành phố di sản thế giới.

Từ khóa

#du lịch #mua hàng trực tuyến #kinh nghiệm của người tiêu dùng #hành vi tìm kiếm sự mới lạ #chấp nhận rủi ro #dịch vụ du lịch #điểm đến

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