Enhancing consumer attitudes toward a website as a contributing factor in business success

  1. Alcántara-Pilar, Juan Miguel 1
  2. Blanco-Encomienda, Fª Javier
  3. Rodríguez-López, Mª Eugenia
  4. Del Barrio-García, Salvador
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Revista:
Tourism & Management Studies

ISSN: 2182-8466 2182-8458

Año de publicación: 2018

Volumen: 14

Número: 1

Páginas: 108-116

Tipo: Artículo

Otras publicaciones en: Tourism & Management Studies

Resumen

Este estudio examina cómo la actitud de los consumidores hacia el sitio web de un destino turístico está influenciada por su facilidad de uso, por el riesgo percibido y por la utilidad percibida, pudiendo todo ello aumentar su intención de compra. Con el fin de crear un auténtico escenario en el que navegar, se creó un sitio web diseñado específicamente para un destino turístico ficticio. Los participantes fueron invitados a navegar por el sitio web libremente mientras realizaban ciertas tareas que se les habían asignado. El valor añadido de esta investigación radica en simular el comportamiento real de los consumidores, los cuales se enfrentan a una amplia gama de opciones a la hora de seleccionar su compra. Los resultados confirman que la facilidad de uso y la utilidad percibidas ejercen una influencia positiva sobre la actitud hacia el sitio web, mientras que el efecto del riesgo percibido es negativo. La implicación más importante de este trabajo es que si los gerentes de las empresas de turismo conocen mejor los aspectos que influyen en la actitud hacia un sitio web, esto les permitirá comercializar sus productos y servicios de manera más eficaz.

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