LEARNINGS FROM RESEARCH PAPER

CASE- ONLINE BOOKING- HAS THE TIME COME?

RESEARCH PAPER 2 (DEDEKE)
Course: BUSINESS RESEARCH METHODS
2019-21
Submitted by:
SAKSHI AGARWAL
PGFB1904
Submitted to:
Dr. SAUMYARANJAN SAHOO
 ONLINE TRAVEL BOOKINGS

Case summary: -
We all can see the great change in the tourism industries and the trend has been shifted from offline travel
agents to online travel websites. Customers can visit these websites and check out the relevant information
to take decisions and then make reservations as and when required. This has made traveling easy and
convenient for consumers as they can book from pick and drop services to full holiday package on these
websites. Consumers can go for both national and international tour packages that too after comparing from
different websites. However, there are various doubts which the consumers always have in their mind while
purchasing online, that we call as perceived risk.
With the change in trend various companies have evolved and came up with their travel website providing
easy access to people. More and more people are shifting towards this system but still there are people who
trust the offline source only. The task is to study what are the reasons that make people use online sources or
what factors affect the consumers behaviour of using online travel websites.
Defining problem: - how to increase the customer base on the online travel website (ghoom.com), whose
CEO is Mr. Rao.
Understandings (dedeke)
 This research paper here talks about how factors like website quality, website design, product quality
and information task fit impact the consumers behaviour of online travel purchase.
Independent variable Dependent variable
website design Purchase intent
Product quality Trust
website quality
Information-task fit

 The introduction talks about how lot of people have shifted to online system of travel purchase
because of the ease and benefits provided by it. As e-commerce provides transparency, it has led to
increased price competition among players.
 The variable website quality contains of various elements like- information, ease of use,
responsiveness, security etc.
 According to this paper, tourism website developer put their lot of time on the website development
as people do not prefer purchasing on the poorly constructed websites.
 Information task fit refers to whether the website has the required information for which the user is
looking for or not. basically, whether the information meet the needs of consumer and, how that
impacts the purchase behaviour of the consumer.
 Tourism industry has been chosen for this study because of the growing use of web technologies in
this industry and the changing trend. There are 2 types of travel products one with group tour
organised packages and other with just air tickets, hotels. The group tour organising websites are
majorly considered because according to study they are more suitable while studying information
task fit.
HYPOTHESIS
H1: website design quality has a positive impact on the consumer purchase intent.
this means that if the aesthetics, perception of the website is good, more consumers will prefer making
purchase online and vice-versa.
H2: perceived website design has positive impact on perceived product quality.
If the website is properly design, consumers will consider the products of that website also to be of good
quality and vice-versa.
H3: perceived product quality has a positive impact on the consumers purchase intent.
If consumer perceives product to be of good quality it will definitely consider purchasing it and vice-
versa.
H4: website design has a positive impact on the information-task fit.
It means that how that information is presented can help or hinder the consumers access to the required
information therefore, if the website is properly constructed, consumer is more likely to find the
information needed and vice-versa.
H5: information-task fit positively impacts the perceived product quality
H6: information-task fit will positively impact consumers purchase intent
If The degree of information and the quality of information given on the website is good and satisfies the
need of consumers, they will consider the product on the website to be of better quality and at the same
time they will prefer purchasing them and vice-versa.
 Internet platform of amazon truck was used to conduct the study, it allows large no. of
participants to witness and be a part of the survey. The sample size of the survey was 340 people.
Demography- 58% male 42% female, 75% lied in age group 18-45.
 liker scale of 7 points was used to collect the data and sentiments of people while using different
websites and answering the questions.
 Collinearity test was done between different variables to identify the degree of relation between
them.
 Result as given:
website design has a strong impact on information-task fit (H4) and on the purchase behaviour of
the consumer (H1)
Product quality was strongly impacting the consumer purchase intent(H3) as compared to
information-task fit which was little less or insignificant. (H6)
Information-task fit has a stronger impact on the product quality(H5) as compared to website
design (H2).
 H1 to H5 were accepted and proved to be true, however H6 i.e. information-task fit has positive
impact on purchase intent was not supported by the results. The relation was not at all significant.

Problems faced
 understanding the procedure of different website designing was a difficult part as it contained all
the technological information.
 Keeping a track of all the different websites that were created. (website interface)
 Structural model- PLS- SEM analysis. What is this model? where is it use? Etc.
 how was the use of t-test mixed with collinear testing?
 I could understand the results written, however understanding the model and the diagram was
difficult.
 Cannot understand the table 3, considering t-test values.
 Criteria of deciding strong and weak relations between variables is confusing.
 Other statistical terminologies like R2, F2, what did they mean and how were they useful?