Understanding the Effect of Internet Convenience on Intention toPurchase via the Internet

Purchasing via the Internet offers significant cost savings and time benefits to both service providers and consumers. This study empirically assesses a model of factors likely to affect Intentions to Purchase via the Internet. A multidimensional scale of Internet Convenience is developed. A sample was used of 759 respondents in Spain who chose to use the traditional method of booking a hotel instead of using the available Internet option. Results support the proposed hypotheses. Implications are provided for service providers to address these factors.

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