Online impulse buying of tourism products

Sajad Rezaei (Taylor’s University, Subang Jaya, Malaysia)
Faizan Ali (International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Muslim Amin (King Saud University)
Sreenivasan Jayashree (Faculty of Management (FOM), Multimedia University (MMU), Cyberjaya, Malaysia)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Publication date: 1 February 2016



The purpose of this paper is to examine the structural relationship between web site personality, utilitarian web browsing, hedonic web browsing and online impulse buying of tourism products.


A total of 405 valid online questionnaires were collected to empirically test the measurement and structural model using partial least square path modelling approach, a variance-based structural equation modelling technique. The study sample includes experienced online shoppers who performed shopping tourism products and services via internet medium.


The results imply that web site personality is a second-order reflective construct comprising solidity, enthusiasm, genuineness, sophistication and unpleasantness. web site personality positively influences utilitarian web browsing, hedonic web browsing and online impulse buying; and both hedonic web browsing and utilitarian web browsing positively influence online impulse buying.


Online impulse buying of tourism products has not been profoundly explored in current literature, despite its important implication for managers, academicians and consumers alike. This study contributes to the field of e-commerce marketing, retailing and e-tourism research.



Rezaei, S., Ali, F., Amin, M. and Jayashree, S. (2016), "Online impulse buying of tourism products", Journal of Hospitality and Tourism Technology, Vol. 7 No. 1, pp. 60-83.

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