Online impulse buying of tourism products: the role of web site personality, utilitarian and hedonic web browsing

• المؤلفون الرئيسيون: Rezaei, S., Ali, F., Amin, M., Jayashree, S.
• التنسيق: مقال
• منشور في: Emerald Group Publishing Ltd. 2016
• الموضوعات: HF Commerce
• الوصول للمادة أونلاين: 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

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...