![]() The results highlight different aspects related to the effectiveness and attractiveness of travel companies’ websites. Partial least square (PLS) path modelling approach, a variance-based structural equation modelling (VB-SEM), was used to assess the overall goodness-of-fit tests, measurement and structural model. The fieldwork utilized responses from 409 participants who purchased travel items from websites of Malaysian travel companies. Built upon the theory of consumers’ perceived risk, a theoretical model was proposed and a questionnaire was developed. This article aims to examine the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention from travel websites. ![]()
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December 2022
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