Travel Purchase Research Articles

Data enrichment and customer insights for hyper-personalised experiences: An automotive case study

In our increasingly interconnected world, companies are seeking to connect with their customers through multiple touch points, both offline and online. For companies specialising in products and services, success is no longer about gaining one-time momentum but rather about creating deeply personalised interactions with customers along their purchase journey. Meeting the customer’s needs requires providing them with the right information at the right place and the right time. This paper argues that those companies that are collecting and enhancing consumer data will find themselves developing the most effective targeting strategies. The paper examines how data enrichment plays an integral part in providing a better customer experience and why hyper-personalisation should be at the core of your commercialisation strategy. By way of illustration, the paper describes how Tesla Motors embarked on a programme of data enrichment and personalisation. The paper concludes with key takeaways for companies looking to achieve sustainable engagement in a rapidly evolving digital landscape.

Understanding self-esteem in the consumer journey: A model of purchase self-esteem antecedents

While the significance of self-esteem in various consumer behaviors has been well recognized, there is still a noticeable research gap in understanding its specific determinants, especially in the context of the purchase process. The purpose of our study is to fill this gap by elucidating the factors shaping consumers’ self-esteem throughout the purchase journey utilizing our model of purchase self-esteem antecedents. Based on social exchange theory and affect theory of social exchange our model proposes that consumer brand engagement (CBE) and feelings of authentic pride play an important role in predicting self-esteem. We tested this model with longitudinal data collected at two measurement times: 1 week before a purchase (n = 111) and around 1 week after a purchase (n = 99). The longitudinal structural equation modeling results revealed that CBE elicited feelings of authentic pride, and feelings of authentic pride led to higher self-esteem. Both relationships were statistically significant within and between measurement times. The results confirmed that authentic pride mediated the relationship between CBE and self-esteem. These findings provide strong support for our model of purchase self-esteem antecedents.

Sentiment-based predictive models for online purchases in the era of marketing 5.0: a systematic review

The convergence of artificial intelligence (AI), big data (DB), and Internet of Things (IoT) in Society 5.0, has given rise to Marketing 5.0, revolutionizing personalized customer experiences. In this study, a systematic literature review was conducted to examine the integration of predictive modelling and sentiment analysis within the Marketing 5.0 domain. Unlike previous research, this study addresses both aspects within a single context, emphasizing the need for a sentiment-based predictive approach to the buyers’ journey. This review explores how predictive and sentiment models enhance customer experience, inform business decisions, and optimize marketing processes. This study contributes to the literature by identifying areas of improvement in predictive modelling and emphasizes the role of a sentiment-based approach in Marketing 5.0. The sentiment-based model assists businesses in understanding customer preferences, offering personalized products, and enabling customers to receive relevant advertisements during their purchase journey. The paper’s structure covers the evolution of traditional marketing to digital marketing, AI’s role in digital marketing, predictive modelling in marketing, and the significance of analyzing customer sentiments in their reviews. The Prisma-P methodology, research questions, and suggestions for future work and limitations provide a comprehensive overview of the scope and contributions of this review.

The Role of Digital Touchpoints in Car Purchasing - An Empirical Research Concerning the Indian Market

Objectives: The present research aims to study how digital touchpoints impact the exploration of purchase opportunities for customers in car purchases. Another purpose is to explore how customers use digital touchpoints to gather information and how it influences their purchase decisions. It also aims to explore the potential mediation effect of "exciting pursuit" on the relationship between using digital touchpoints and exploring purchase opportunities. Methods: The study employed a descriptive approach. A structured online questionnaire was framed that encompassed digital touchpoint usage, information search experience, and purchase opportunities. Stratified and purposive sampling techniques were used to collect data from 605 car owners and prospective buyers across five high-selling states in India. Data analysis via SPSS & SMART-PLS confirmed construct validity, revealed the direct and indirect effects of the model. Findings: Websites and non-official websites emerged as preferred digital touchpoints for information search. Most customers were male (61.4%), aged between 30 and 35 (35.4%). Customers' age is associated with the official websites (p=0.001, χ =14.21) and YouTube (p=0.007, χ =18.698) usage. Enabling digital content search (EDCS; β=0.311, t =7.331), appropriateness of digital information (AOI; β=0.594, t =11.556) positively impact Exciting Pursuit (EP; β=0.629, t =27.610) and the customer's interest in exploring various purchase opportunities (EPO). EP (t=28.525) significantly influences EPO and act as a mediator between EDCS/AOI (t=11.834/t = 7.399) and EPO. Novelty: This research focuses on the role of digital touchpoints in the car purchase journey in India. It focuses on the customer's emotional response to the digital touchpoints, which are used to gather information for their purchase, and it is creating a mediating effect of exciting pursuit in the relationship between digital touchpoints and purchase opportunities. By leveraging the S-O-R model, this study contributes to the current discussion regarding the changing role of digital touchpoints in the automobile industry. Keywords: Digital Touchpoints, Digital Marketing, Stimuli­Organism­Response Model, Car Buyer Behaviour, Automobile Industry, Structural Equation Modelling

How does spatial distance to travel companions transform to temporal distance in travel purchase decisions?

The temporal distance between purchase time and departure time is inherent within travel purchase decisions. Construal level theory suggests that construal congruence between various dimensions of psychological distance leads to positive effects. Hence, this study explored whether the spatial distance between tourists and their companions in the pre-trip phase impacts temporal distance in travel purchase decisions. We tested a theoretical model that contained spatial distance between tourists and their companions, imagery vividness, temporal distance in travel purchase decisions, and product presentation by five studies. Findings revealed that spatially distant (vs. near) companions encourage tourists to purchase more distant-future (vs. near-future) tourism products. Additionally, spatial distance transforms to temporal distance in travel purchase decisions via imagery vividness, and this effect is more pronounced in abstract presentations than in concrete presentations.

IMPACT OF DESIGN, INFORMATION AND USEFULNESS OF TRAVEL WEBSITE ON TRAVEL PURCHASE INTENTION

This study explores the impact of design, information, and usefulness of travel websites on travel purchase intention. Utilizing a quantitative research design, data from 177 respondents were collected via a structured questionnaire administered through Google Forms. Regression analysis revealed that design, information, and usefulness significantly and positively influenced travel purchase intention with each predictor variable exhibiting a substantial effect on travel purchase decisions. These findings corroborate existing research emphasizing the importance of website design, information quality, and usefulness in shaping consumer purchase intention in the online travel domain. For instance, Kim & Lennon, (2008) found that visually appealing design positively influences purchase intention, while Ruiz Mafe Sanz Blas, (2006) demonstrated the significant impact of informative content on purchase intention, aligning with the positive coefficients observed in this study. KEYWORDS- Travel website design, Information and usefulness of travel website and travel purchase intention

Love it or hate it? Deconstructing consumers' attitudes towards AI enabled voice shopping

AbstractThe conversational, social and intelligent capabilities of Artificial Intelligence (AI) enabled voice assistants (VAs) to assist humans have grown. However, their use still remains limited for complex tasks such as shopping. While some studies find that consumers are willing to use them, others report negative reactions that lead to rejection, especially for complex activities. This study aims to bridge the gap between the dichotomous streams of literature by investigating the overall attitude towards the use of AI VAs for a multi‐step task that is, shopping. We first identify 27 attitudinal criteria through a comprehensive literature review in light of the Uncanny Valley Theory and the Self Determination Theory. The criteria are organized using the cognitive, affective and conative framework of attitude, and ranked using the Fuzzy Analytical Hierarchy Process. Sensitivity analysis is done to affirm the robustness of the framework. Findings reveal that the behavioral intentions to use (conative criteria) are the strongest, followed by feelings evoked during use (affective criteria), followed by beliefs people hold regarding AI VAs (cognitive criteria). Intention to use AI voice assistants during all stages of the purchase journey takes precedence over negative feelings such as loss of control, unfulfillment and vulnerability. This study reconciles the existing stream of literature on conversational AI and provides managerial implications based on the dimensions of attitude.

The Influence of Social Media Influencers on Consumer Decision-Making: A Comprehensive SEM Analysis

In recent times, social media influencers and their marketing campaigns have gained significant popularity and attention. The aim of this study is to identify the extent to which social media influencers impact consumer decision-making and buying behaviors. The paper examines influencer marketing as a form of electronic word-of-mouth (eWOM) and how it affects the consumer purchase journey. Framework is developed using existing literature on topics like consumer decision-making, eWOM, opinion leadership, source credibility, and digital interaction. The methodology utilizes a deductive research approach with a cross-sectional quantitative survey. The target population comprises consumers in Karachi who regularly use social media. The study uses Structural equation modeling (SEM) analysis to identify the relationship between social media word mouth, quality of information, Digital interaction, Digital Attractiveness, and Digital interaction on consumer decision-making with the mediation effect of opinion leaders. Convenience sampling is employed to collect data from over 150 respondents. The results provide empirical evidence that opinion leadership and source credibility significantly influence consumer decision-making when it comes to influencer marketing. This implies that the personality and perceived trustworthiness of the influencer matter more than their attractiveness or expertise. However, digital expertise is not found to have a positive effect. Overall, the findings highlight the need for brands to partner with credible influencers who can leverage their leadership to steer audience opinions and purchases. Future research can build on this by investigating negative eWOM, commercialism, and manipulating tactics used by influencers. The paper contributes to the growing research on social media marketing and how online opinion leaders shape consumer behaviors.

Decoding and integrating the facets of consumer empowerment: a study with consumers of high-involvement Product(s)

ABSTRACT This study presents an integrated framework for consumer empowerment, expanding on psychological empowerment and analyzing enablers, determinants, and outcomes in the context of high-involvement products. Through hermeneutic phenomenology and interviews with 18 consumers, new enablers (peer group, and purchase journey), determinants (purchasing power, and consumers’ freedom to explore, choose, and buy), and outcomes (peer recognition, and group buying) are identified. The findings reaffirm existing facets of consumer empowerment. The research contributes valuable insights for academics and managers, offering a holistic understanding of psychological empowerment in consumers and encouraging further exploration of this phenomenon.

CONTRIBUTIONS OF WOMEN IN RURAL DEVELOPMENT: CASE OF WOMENS GROUPS IN THE PREFECTURE OF KISSIDOUGOU, GUINEA

This work aims to determine the role that women play in the rural development process in the prefecture of Kissidougou. The activities took place in Kissidougou prefecture from July 16 to October 25, 2023.To better understand this study we adopted the following methodology:Consultation of executives, archives and documents and socio-economic surveys. To this end, our surveys focused on: 240 women surveyed using the direct interview method, including 168 women belonging to groups formed, i.e. 6 women per group and 72 women working individually.From the data collected we arrived at the following results: 1. The annual income of women from all activities combined amounts to 221,479,000 GNF or $25,840 with a total expense of 177,064,570 GNF equivalent to $20,659 or a net profitability of 25.08% 2. The annual expenses of a female farmer increased from 385,200 GNF ($45) to 700,600 GNF ($81.8) or a variation of 82%, that of crafts 422,200 GNF ($49.3) to 710,200 GNF ($83) for a variation of 68% and those of traders from 643,400 GNF ($75.1) to 979,100 GNF ($114.23) for a variation of 52% 3. A change in mentalities for development 4. An increase in the purchasing power of women thanks to the increase in income and their strong application in family expenses (food, health care, schooling, clothing, housing, etc.), purchase of livestock, means travel and house construction. 5. Better management of the family budget and improvement of the conditions of members and non-members of groups. However, it should be noted that despite the efforts made by womens groups for rural development, there is still a lot to do in the sense that the groups are so far confronted with certain problems which are among others: 1. Insufficiency of areas specific to women farmers, inputs, seeds and materials 2. Insufficient infrastructure and craft equipment 3. Insufficient working capital and difficulty in selling finished products. 4. To remedy this problem, in the process of perpetuating the groups it is necessary to adopt the legislative, financial and administrative measures necessary to create an environment favorable to the entrepreneurial spirit of women and their participation in active life. Based on these observations and the testimonies of some women interviewed, we can say that women play a leading role in direct or indirect rural development and in improving family living conditions.

Navigating the Nexus of Travel Videos and Travel Purchase Intention: Mediation Role of Psychological Factors

By providing captivating geographical impressions and information, online travel videos intend to have a significant impact in shaping consumers travel purchasing choices. Individuals when planning a trip come across a variety of travel-related content when they search for information about different places online. This includes travel videos and AI-generated content that highlights unique aspects of locations which directly or indirectly impact their decisions. This study aims to investigate the impact of travel video information on consumer travel purchase decision via psychological aspects using Stimulus organism response model to test the hypothesis. The data was gathered using a convenience and purposive sampling technique. Using a standardised questionnaire, data was gathered through surveys conducted both offline and online, and SmartPLS was used for analysis. The finding shows that online video information has significant influence on travel purchase intention via destination attraction, motivation and self-congruity. Additionally, self-congruity and motivation are crucial factors influencing travel purchase intentions, this study looks into their sequential mediation impact. Additionally, this study adds to the body of literature on content marketing on online platforms by highlighting the influence of travel videos on customer behaviour. Moreover, this study hold significance for expanding the theoretical and practical implementation of online travel video information regarding purchasing intention.

Challenges of Car Industry in Dealing with Social Media Marketing Tools

With the introduction of social media platforms, marketing methods in the car industry have undergone a fundamental shift. This study explores the difficulties the auto sector has in using social media marketing tools to improve brand visibility, interact with customers, and traverses the ever-changing digital landscape. Given the continued influence of social media on customer preferences, it is critical to comprehend the difficulties faced by the automotive industry to maintain competitiveness and long-term growth. The study takes a multipronged approach, combining qualitative and quantitative analysis to investigate the intricacies involved in the incorporation of social media into automakers' marketing campaigns. Additionally, issues related to privacy concerns, data security, and the management of customer feedback on various platforms poses substantial hurdles for the industry. Furthermore, the study investigates the impact of social media on consumer behavior and decision-making processes within the automotive purchase journey. By examining case studies and industry practices, this research aims to provide valuable insights and recommendations for car manufacturers to overcome these challenges, optimize their social media marketing efforts, and leverage the potential of these platforms to foster brand loyalty and customer satisfaction. Ultimately, the findings of this research contribute to the evolving discourse on the intersection of the automotive industry and social media marketing, offering practical solutions and strategic recommendations to empower car manufacturers in navigating the intricacies of the digital age.

Investigation of antecedents and consequences of usefulness in online travel communities: The moderating role of decision making stage

This study examines the perceived usefulness (PU) of online discourse and the decision-making behavior of users in Online Travel Communities (OTCs). Partial least squares structural equation modeling (PLS-SEM) was used on secondary data available in OTCs in the form of 852 threads to empirically test the proposed integrated model. The antecedents of the perceived usefulness of online travel communities were found to be the argument quality and credibility. These influence the PU of user-generated content significantly and are helpful in information adoption in OTCs. The PU of OTC discourse positively impacts travelers' information adoption and decision-making. The current study offers implications for OTCs and online service providers for enhancing the usefulness of user-generated content in OTCs and social media sites, leading to online information use and travel decision-making. Prior literature has explored the nature and magnitude of the influence of electronic word-of-mouth (eWOM) on information adoption and intention to use information for travel purchases from users' perspectives and has investigated the PU of third-party travel sites. This paper is an effort to examine PU and decision-making by analyzing the User-Generated-Content (UGC) posted by the actual users.

Factors Influencing Behavioral Intention Toward Using Travel Mobile Application: Examining the Mediating Role of Reviews and Ratings

The purpose of this study is to identify the major factors that affect tourist intention to use mobile application for the purchase of travel and tourism services. This study integrates the theory of M-S-QUAL with two additional factors, price consciousness and information quality, to develop a conceptual framework. Data was collected from 510 users of travel mobile applications from Delhi/NCR, and analyzed using structural equation modeling. The results indicated that efficiency, privacy, price consciousness, and information quality are the main determinants of m-satisfaction. Additionally, m-satisfaction significantly affects tourists’ behavioral intentions. Reviews and ratings was found to partially mediate the relationship between m-satisfaction and tourists’ behavioral intention. The framework is helpful for decision-makers to identify the factors that can satisfy tourists when using a travel mobile application and will also provide useful insights for the travel service providers dealing in m-applications to device their future strategies.

Factors influencing travellers’ decision-making behaviour towards online travel purchases: a fuzzy-DEMATEL approach

ABSTRACT The growth of technology and easy access to the internet have led to an unparalleled boom in online booking. The uncertainty surrounding online travel purchases, however, still makes traveller’s decision-making process very stressful. Hence, this study aims to identify and classify different factors that drive travellers’ decision-making and actual behaviour. This study seeks to fill the void by systematically reviewing and synthesizing the online travel literature. The study utilizes the fuzzy-DEMATEL approach to identify, classify and analyse various factors to provide a comprehensive framework for understanding sets of factors driving travellers’ decisions and their actual behaviour. The findings reveal that travellers’ online travel purchasing behaviour is influenced most by their attitude, while social influence also emerged as a significant factor. This study provides key insights for academics, researchers and practitioners by identifying major factors and sub-factors, along with their causal interactions. This study is novel in its approach as it significantly contributes to existing knowledge by synthesizing the literature and employing the fuzzy-DEMATEL technique in categorizing the key factors that influence travellers’ decision-making and actual purchase.

틱톡의 숏폼 콘텐츠 특성이 관광지 이미지 및 방문의도에 미치는 영향

This study investigated the influence of travel-related content on the popular short-form platform TikTok in China on users' intentions to visit travel destinations and purchase travel products. Conducted in July 2023, amidst the rising consumption of short-form content through mobile devices due to the COVID-19 pandemic, the research surveyed 337 participants using an online survey platform in China. The findings revealed that the entertainment factor within TikTok's content did not significantly impact the perception of travel destinations, whereas informativeness and trustworthiness had positive effects. Moreover, expertise and interactivity also had positive effects. The study demonstrated that the image of travel destinations formed through short-form content on TikTok positively and significantly influenced visitors' intentions. These results provide valuable insights for crafting effective strategies in the tourism industry and marketing efforts.

Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design

AbstractChatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed‐method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in‐depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that “cognitive cues” and “competence” significantly influence recommendation intentions among chatbot users. On the other hand, “peripheral cues” and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human‐machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a “humanness” element in chatbot development to create more engaging and positive customer experiences actively.

Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty

The present study intends to unleash the influence of social media marketing (SMM) on purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel booking websites. It also analyses the mediating effect of BT and BL in the relationship between SMM and PI. This study also examines the importance of trust and loyalty in the suggested model, which adds to the current research in this area. A self-administered questionnaire was employed to collect the data from the users of online travel booking websites, and the study rested upon 397 valid responses. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) through Smart PLS v.3.2.6. The findings reveal that SMM has a favorable and substantial impact on BT and BL, influencing COVID-19 purchase intention. As per the findings, BT and BL's beneficial influence on the purchase intention of arranging travel on social media was discovered. Moreover, it was also confirmed from the results that BT and BL mediate the relationship between SMM and PI. Therefore, SMM significantly impacts online trip booking purchase intentions with increased BT and BL levels. Finally, several theoretical and managerial implications can be delineated from the findings of this study for industry and academia.

Consumer Privacy Choices and (Un)Targeted Advertising Along the Purchase Journey

Advertising to a consumer provides potentially useful information to the consumer and moves them along the purchase journey, and tracking the consumer's online activities enables an advertiser to infer the consumer's purchase journey state and target repeat ads accordingly. However, many consumers dislike being tracked, and, furthermore, repeat advertising may lead to ad wearout. The authors develop a model with consumers, an advertiser, and an ad network to investigate, under the preceding considerations, the impact of regulations that endow consumers with the choice to opt in to or out of online tracking. The authors find that, if ad effectiveness is intermediate, opting in to tracking decreases ad repetition; otherwise, opting in increases ad repetition. To make an opt-in decision, a consumer weighs the cost of ad wearout from repeat ads against the benefit of obtaining potentially relevant product information from them, and the consumer opts in to tracking if either ad effectiveness is intermediate or sensitivity to ad wearout is low. This opt-in pattern creates counterintuitive implications; for instance, higher ad effectiveness, even though it implies higher ad valuation for the advertiser, may reduce repeat ads and the ad network's profit. Under regulation that requires consumer consent for tracking, the results shed light on when and why consumers give such consent, and provide useful insights for practitioners and policy makers.

How Students’ Information Sensitivity, Privacy Trade-Offs, and Stages of Customer Journey Affect Consent to Utilize Personal Data

Aim/Purpose: This study aimed to increase our understanding of how the stages of the customer purchase journey, privacy trade-offs, and information sensitivity of different business service sectors affect consumers’ privacy concerns. Background: The study investigated young consumers’ willingness to provide consent to use their personal data at different phases of the customer journey. This study also examined their readiness to provide consent if they receive personal benefits, and how information sensitivity varied between different individuals and business sectors. Methodology: Data was collected by a quantitative survey (n=309) and analyzed with R using the Bayesian linear mixed effect modeling approach. The sample consisted of university students in Finland, who represented a group of young and digitally native consumers. The questionnaire was designed for this study and included constructs with primarily Likert-scale items. Contribution: The study contributed to data privacy and consent management research in information sensitivity, privacy trade-off, and the customer journey. The study underlined the need for a stronger user experience focus and contextuality. Findings: The results showed that readiness to disclose personal data varied at different phases of the customer journey as privacy concerns did not decrease in a linear fashion throughout the purchase process. Perceived benefits affected the willingness to provide consent for data usage, but concerned consumers would be less trade-off oriented. Self-benefit was the most relevant reason for sharing, while customization was the least. There is a connection between the information sensitivity of different business sector information and privacy concerns. No support for gender differences was found, but age affected benefits and business sector variables. Recommendations for Practitioners: The study recommends approaching consumers’ data privacy concerns from a customer journey perspective while trying to motivate consumers to share their personal data with relevant perceived benefits. The self-benefit was the most relevant benefit for willingness to provide consent, while customization was the least. Recommendation for Researchers: The study shows that individual preference for privacy was a major factor directly and via interaction for all three models. This study also showed that consumers’ subjective decision-making in privacy issues is both a situational and a contextual factor. Impact on Society: This study could encourage policymakers and societies to develop guidelines on how to develop privacy practices and consent management to be more user centric as individuals are increasingly concerned about their online privacy. Future Research: This study encourages examining consumers’ motivational factors to provide digital consent for companies with experimental research settings. This study also calls to explore perceived benefits in all age groups from the perspective of different information in various business sectors. This study shows that privacy concern is a contextual and situational factor.