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

Author(s): Mohamed Nabil Mzoughi | Anissa Negra | Aïcha Habacha

Journal: American Journal of Industrial and Business Management
ISSN 2164-5167

Volume: 02;
Issue: 03;
Start page: 89;
Date: 2012;
Original page

Keywords: Online Reservation Abandonment | Intention-Behavior Discrepancy | Online Consumer Procrastination | Hotel Website Quality

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.
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