Modelo de comportamento do consumidor on-line de produtos e serviços turísticos via on-line travel agencies (OTAS)

Abstract

The growth and development of Information and Communication Technologies (ICT) influenced tourism activity and the behavior of tourists. The online buying process is constantly transformed by disruptive innovations or technologies. Online studies about purchases of tourism products and services, which aim to understand what compels tourists purchase on the Internet are divided and fragmented, requiring frequent and updated research to better understand the issue. In order to understand consumer behavior in the context of emerging technologies, this paper proposes to integrate different theories: Unified Theory of Technology Acceptance and Use 2 (UTAUT 2), Dominant Service Logic - Co-creation, Brand Equity. Therefore, the study aims to specify a structural relationship model to investigate the existing interrelationships between the variables capable of influencing the intention to purchase tourism products and services online via On-line Travel Agencies (OTA). Therefore, this is an explanatory-descriptive, bibliographic and analytical research with a quantitative approach through a cross-sectional study. The study used the Software Statistical Package for Social Sciences 22 to test and validate the model. The analysis was performed through Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling using the AMOS package. Data collection was carried out using online questionnaires. The target audience of the study was individuals who use the internet to plan and buy travel services and products online. In all, 827 questionnaires were collected, 695 of which were considered valid for empirically testing the modeling. From the twelve hypotheses tested, eight were confirmed and four were refuted. The results indicated that consumers evaluate prices, ease of use, resources and support available on websites and applications, usefulness, and also consider brand equity, brand image and brand quality to purchase tourism products and services through OTAs. It is important to highlight the constructs that most directly influenced the online purchase intention for tourism products and services were Price and Brand Equity. While the constructs that most influenced Brand Equity were Brand Quality and Image. Finally, the survey results provided information for managers, entrepreneurs and researchers, who strive to understand consumer behavior online in relation to the intention to purchase tourism products and services through OTAs.