Exploring the Formation of Mobile Travel Website Quality and Predicting its Influence on Travelers’ Behavioral Intentions

ABSTRACT

Mobile travel websites have become an alternative due to readiness compared to mobile applications. However, little is known about what constitutes mobile website quality (MWQ) and how it influences consumers’ post-purchase behavioral intentions. By modifying the updated DeLone and McLean Information System Success Model, this study fills this knowledge gap with a formative model. The study also examines how mobile service quality influences travelers’ intentions to reuse and recommend and further compares the differences across online travel agencies and direct suppliers. Using a mixed research method including individual interviews and online survey responses, the results of partial least squares structural equation modeling support that MWQ has three formative constructs, namely, information, system and service qualities. A few uncommon items composing MWQ are discovered. This study contributes to the extant literature by introducing a novel MWQ model, as well as by advocating dissimilar methodologies of MWQ analysis. Practical suggestions are also provided for tourism practitioners to gain sustainable competitiveness.

摘要

与流动应用程式相比, 使用移动旅游网站已成为一种替代方案。然而, 人们对移动网站质量 (Mobile Website Quality-MWQ) 的构成及其如何影响消费者的购买后行为意图知之甚少。通过修改及更新后的 DeLone 和 McLean 成功信息系统模型, 本研究用形成性模型填补了这一方面的知识。是次研究探索了旅游网站服务质量如何影响形成及其旅客重复使用和推荐的意图, 并进一步比较和分析在线旅游企业和直接旅游供应商之间的差异。透过使用混合研究方法, 当中包括个人访谈和网上调查, 结构方程模式的分析结果显示出MWQ具有三个形成性结构, 分别为信息, 系统和服务质量。另外, 一些构成 MWQ 的不常见因素也通过是次研究被发现了。本研究通过引入新的 MWQ 模型以及提倡不同的 MWQ 分析方法, 为现有文献做出了贡献。还为旅游从业者提供了切实可行的建议, 以获得可持续的竞争力。

KEYWORDS:

• Mobile website quality
• service quality
• information system
• perceived value
• behavioral intentions

关键词:

• 移动网站质量
• 服务质量
• 信息系统
• 感知价值
• 行为意向

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Janelle Chan

Janelle Chan, Ph.D., is an Instructor at the School of Hotel and Tourism Management of the Hong Kong Polytechnic University. Her research interests include digital marketing, consumer behavior, services marketing and hospitality and tourism management (E-mail: [email protected]/ ORCiD: 0000-0001-9190-7481).

Irene Cheng Chu Chan, Ph.D., is a Lecturer in Hospitality Management at the Macao Institute for Tourism Studies. Her research interests include technology management and social media communication in tourism and hospitality (E-mail: [email protected]/ ORCiD: 0000-0001-8535-9597).

Anne-Marie Sassenberg, Ph.D., is a Lecturer at the University of Southern Queensland (E-mail: [email protected]).

Anup Shrestha, Ph.D., is a Senior Lecturer at the University of Southern Queensland (E-mail: [email protected]/ ORCiD: 0000-0002-2952-0072).