Abstract
E-commerce in the tourism industry has developed rapidly in recent years. In order to understand customer behaviour in a travel website, the study explores how the antecedent factors affect e-satisfaction and post-purchase behaviour. An e-mail survey conducted to collect empirical data on e-travel agency shoppers in Taiwan. A total of 853 effective samples were obtained. The empirical results reveal that customers’ e-satisfaction is influenced by online risk and service quality that then indirectly affects post-purchase behaviour. Furthermore, product involvement has a moderating effect on e-satisfaction to post-purchase behaviour. Finally, some policy implications for the e-travel industry were also discussed.
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