Online impulse buying of tourism products: the role of web site personality, utilitarian and hedonic web browsing
Purpose – The purpose of this paper is to examine the structural relationship between web site personality, utilitarian web browsing, hedonic web browsing and online impulse buying of tourism products. Design/methodology/approach – A total of 405 valid online questionnaires were collected to empiric...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Emerald Group Publishing Ltd.
2016
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/71645/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-84954466516&doi=10.1108%2fJHTT-03-2015-0018&partnerID=40&md5=6d465f2c75e1eea26be2c99f3040c6db |
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