ABSTRACT

Mobile travel websites have become an alternative due to readiness compared to mobile applications. However, little is known about what constitutes mobile website quality (MWQ) and how it influences consumers’ post-purchase behavioral intentions. By modifying the updated DeLone and McLean Information System Success Model, this study fills this knowledge gap with a formative model. The study also examines how mobile service quality influences travelers’ intentions to reuse and recommend and further compares the differences across online travel agencies and direct suppliers. Using a mixed research method including individual interviews and online survey responses, the results of partial least squares structural equation modeling support that MWQ has three formative constructs, namely, information, system and service qualities. A few uncommon items composing MWQ are discovered. This study contributes to the extant literature by introducing a novel MWQ model, as well as by advocating dissimilar methodologies of MWQ analysis. Practical suggestions are also provided for tourism practitioners to gain sustainable competitiveness.

摘要

与移动应用程序相比，移动旅游网站已成为一种替代方案，因为它已准备就绪。然而，关于什么构成移动网站质量 (MWQ) 以及它如何影响消费者的购买后行为意图，我们知之甚少。通过修改更新的 DeLone 和 McLean 信息系统成功模型，本研究用形成性模型填补了这一知识空白。该研究还研究了移动服务质量如何影响旅行者重复使用和推荐的意图，并进一步比较了在线旅行社和直接供应商之间的差异。使用包括个人访谈和在线调查响应在内的混合研究方法，偏最小二乘结构方程建模的结果支持MWQ具有三个形成性构造，即信息、系统和服务质量。发现了一些组成 MWQ 的不常见项目。本研究通过引入一种新的 MWQ 模型以及倡导不同的 MWQ 分析方法对现有文献做出贡献。也为旅游从业者获得可持续竞争力提供了实用建议。