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Online Reservation Abandonment: How to Bridge the Gap between the Original Intention and the Actual Behavior?

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DOI: 10.4236/ajibm.2012.23012    4,540 Downloads   9,566 Views   Citations

ABSTRACT

Online reservation abandonment has not been yet explained by scholars. This research aims to identify key drivers to the issue. It proposes a theoretical framework inspired from behavioral theories particularly from Morrison’s Model (1979) stipulating that actions are controlled by intentions, but not all intentions are accomplished. Findings show that online consumer procrastination and website quality encourage online shoppers to intend to drop out an e-reservation and leave the hotel website without culminating the purchase. This study provides hoteliers with insights to improve purchase conversion rates on their own websites.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

M. Mzoughi, A. Negra and A. Habacha, "Online Reservation Abandonment: How to Bridge the Gap between the Original Intention and the Actual Behavior?," American Journal of Industrial and Business Management, Vol. 2 No. 3, 2012, pp. 89-94. doi: 10.4236/ajibm.2012.23012.

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