出版社：Associação Nacional de Pós-Graduação em Turismo (ANPTUR)
摘要：This article aims to understand how the perception of value in an online tourism setting influences the purchase intention indirectly, given that consumer confidence and attitude impact on their online behavior. The theoretical model used was inspired by the background of trust by Beldad, De Jong and Steehouder (2010a), in the trust model in online travel agencies (Agag & El-masry, 2017), in the technological acceptance model (TAM) and in the theory of rational action (TAR), applied to the retail context of tourism services. The results confirm the mediation of the attitude in the relationship between trust and purchase intention, consistent with the numbers of markets in countries with low education for Internet use and security problems for online transactions. The results also made it possible to propose the measurement of the perception of value that considers dimensions of technological acceptance, which is convenient when dealing with consumers' online behavior. Thus, the impact of the trust construct on the purchase intention is best explained by the indirect path via attitude. Therefore, individuals who trust the website of online travel agencies have greater intentions to hire services in this virtual store environment when they have positive attitudes towards the aforementioned retail contexto.
关键词：Percepção de valor online;Confiança;Papel da Atitude;Serviços de Turismo;Percepción del valor en línea;Confianza;Rol de la actitud;Servicios de turismo
其他关键词：Perception of online value;Confidence;Role of Attitude;Tourism Services
