The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry

ABSTRACT

With the aim of studying those factors affecting the acceptance of a new distribution channel by the final consumer, we have analyzed the importance of acquiring by the convenience, subjective norm, usefulness and perceived ease of use on intention to buy on-line by the end user. The study of these variables was carried out specifically in the context of the Technology Acceptance Model and the Theory of Planned Behavior, whose theoretical basis is the Theory of Reasoned Action by causal model. For this we have conducted an on-line survey in Spain to a panel of Internet users during the months of December 2007 to January 2008. The final sample size was 190 Internet users. To test the causal model proposed in the research we used the PLS method, especially suitable for working with formative scales, as well as investigations in the field of TAM. The findings have revealed how convenience is the most important influence on the utility of using the Internet as a shopping channel, and one of the most important factors that, together with subjective norms, determines the purchase intentions through Internet. These findings are consistent with those found in previous researches in the relevant literature and had shown how convenience was the main motivating factor in online shopping. From these results it has been possible to propose several recommendations to improve online business management of enterprises in the sector.

Key words:
Convenience; Subjective norm; Online shopping; TAM; Hotel booking