外文翻譯—旅行者在線訂購旅游的意向（節(jié)選）

1、<p>　　字數(shù)：英文3038單詞，16505字符；中文5468漢字</p><p>　　出處：Suzanne Amaro,Paulo Duarte.Travellers’ intention to purchase travel online: integrating trust and risk to the theory of planned behaviour[J]Anatolia An Int

2、ernational Journal of Tourism and Hospitality Research.2016(3):1-12</p><p><b>　　外文文獻：　</b></p><p>　　Travellers’ intention to purchase travel online: integrating trust and risk to the

3、 theory of planned behaviour</p><p>　　Abstract This study aims to determine which factors influence travellers’ intentions to purchase travel online by proposing and empirically testing a new model grounded

4、 on the theory of planned behaviour. In order to validate the model, a web-based questionnaire was applied and a total of 1732 valid responses were obtained. The findings show that attitudes, perceived risk, and perceive

5、d behavioural control have significant effects on intentions to purchase travel online. However, contrary to wh</p><p>　　Key words online travel shopping; partial least squares; perceived risk; theory of pla

6、nned behaviour; trust </p><p>　　Introduction</p><p>　　Given the importance of online travel shopping, considered in this study as the purchase of travel-related products over the Internet, it is

7、 crucial to examine which factors influence travellers to purchase online (Kah, Vogt, & Mackay, 2008). Understanding travellers’ online behaviour is the core interest of online travel providers aiming to stimulate on

8、line travel purchases. Travel has a competitive online market, where travel retailers compete among themselves as well as against traditional tr</p><p>　　The next section begins with a literature review on t

9、he theory of planned behaviour (TPB) (Ajzen, 1991) and includes the formalization of the hypotheses. The research methodology is presented in the following section, before the section devoted to the analysis of the data

10、and the discussion of findings. Finally, limitations, implications, and future research directions are discussed.</p><p>　　Literature review</p><p>　　The TPB is an extension of the Theory of Rea

11、soned Action (TRA), a framework developed by Fishbein and Ajzen (1975) to understand and predict consumers’ behaviour. This framework posits that behavioural intentions are the main predictors of actual behaviour. It is

12、assumed that intentions capture the motivational factors that influence behaviour and the stronger the intention to engage in behaviour, the more likely should be its performance (Ajzen, 1991). On the other hand, a perso

13、n’s behavioural </p><p>　　Research has found that the prediction of behaviour is improved by adding perceived behavioural control to the TRA (Ajzen, 1991). In fact, different studies have indicated that the

14、addition of perceived behavioural control resulted in increments in the amount of explained variance in intentions, thereby supporting the theory (e.g. Armitage & Conner, 2001; Beale & Manstead, 1991). The TPB ha

15、s become one of the most frequently cited and influential models for the prediction of human social behavio</p><p>　　H1: A person’s attitude towards online travel shopping positively influences intentions to

16、 purchase travel online.</p><p>　　H2: Communicability positively influences intentions to purchase travel online.</p><p>　　H3: Communicability negatively influences perceived risk with online tr

17、avel shopping.</p><p>　　H4: A person’s perceived behavioural control over purchasing travel online positively influences intentions to purchase travel online.</p><p>　　Perceived risk</p>

18、<p>　　Apparently, perceived risk plays a significant role in inhibiting the purchase of travel online. Similarly, Jensen (2012) also found evidence to support that perceived risk was negatively related to consumers’

19、 intentions to purchase travel online. This relationship between perceived risk and online travel purchases also seems to be consistent across studies conducted worldwide. For instance, in Spain, Bigné et al. (2010)

20、 noticed that Spanish Internet users who did not buy airline tickets online </p><p>　　Surprisingly, very little research has looked at perceived risk associated with online travel shopping (Lin, Jones, &

21、 Westwood, 2009). Moreover, the few studies are mainly in the context of airline tickets. Therefore, perceived risk was added to the model to further investigate its role in online travel shopping. Since the limited rese

22、arch has attested that perceived risk has a negative effect on intentions to purchase travel online (Jensen, 2012; Kolsaker et al., 2004) and on attitude towards o</p><p>　　H5: The perceived risk in online t

23、ravel shopping has a negative influence on attitude towards online travel shopping.</p><p>　　H6: The perceived risk in online travel shopping has a negative influence on intentions to purchase travel online.

24、</p><p><b>　　Trust</b></p><p>　　There is a lack of research regarding perceived trust in online shopping for tourism products and services (Amaro & Duarte, 2013; Kim, Chung, &

25、; Lee, 2011). Therefore, it is relevant to add trust since the few studies that have considered trust in online travel shopping have also produced mixed results. While McCole (2002) and Wen (2010) claim that consumers’ t

26、rust in online shopping had a positive effect on intentions to purchase travel online, Kamarulzaman (2007) did not find a direct effect of</p><p>　　H7: Trust in online travel shopping has a positive influenc

27、e on attitude towards online shopping.</p><p>　　H8: Trust in online travel shopping has a negative influence on perceived risk in online travel shopping.</p><p>　　H9: Trust in online travel shop

28、ping has a positive influence on intentions to purchase travel online.</p><p>　　The nine hypotheses proposed originated the conceptual model of this study (see Figure 1), in which the main dependent variable

29、 is intentions to purchase travel online. The model is an extended application of the TPB, since perceived risk and trust were added as they have proved to be important influencers of consumer behaviour in online shoppin

30、g environments. In order to test the hypotheses proposed in the model, Structural Equation Modelling (SEM) path modelling technique was considered to be </p><p>　　Figure 1. PLS results</p><p>　　

31、Methodology</p><p>　　The hypotheses presented in the previous section represent relationships between the various constructs. These constructs cannot be measured directly and can only be measured using obser

32、vable (manifest or measurable) variables commonly known as indicators (Hair, Black, Babin, & Anderson, 2010). The indicators used to operationalize the constructs came from several sources and are shown in Table 1. I

33、n all cases, a 5-point Likert scale was used with responses ranging from 1 – “strongly disagree” t</p><p>　　Table 1. indicators used to measure the constructs</p><p>　　A questionnaire was distri

34、buted online to collect the data. Since the study focuses on online travel shopping, it was not necessary to address the concerns of individuals that do not have access to the Internet.</p><p>　　Convenience

35、sampling was used to collect data, by sending email invitations to colleagues, students, personal contacts, professional listserv lists, and other email contacts. Moreover, links to the survey were placed not only on Fac

36、ebook, namely on the researchers’ wall, but also on professional research groups. These contacts and listserv lists were composed not only majority of Portuguese Internet users, but also Internet users from all over the

37、world. Therefore, the questionnaire was availabl</p><p><b>　　Results</b></p><p>　　A demographic profile of survey participants is summarized in Table 2. The age group with the most s

38、ignificant number of responses was the age group 18–29, with 34.6% of the total of responses, while only approximately 13% are aged over 50.</p><p>　　In terms of gender, there is a slight skew towards a high

39、er proportion of female participants (61.5%). The sample seems to be a highly educated group, with approximately 88% of the respondents holding at least a college degree. Regarding the country of residence, there was a p

40、rominence of responses from European residents, specifically Portuguese residents. This was expected, given that the researchers are Portuguese and the majority of their contacts are from people residing in Portugal.<

41、/p><p>　　Table 2 also demonstrates that the majority of respondents have purchased travel online, since 62% usually use this channel and only 23% never purchased travel online.</p><p>　　Table 2. De

42、mographic profile of respondents and travel behaviours</p><p>　　Conclusion and implications</p><p>　　This study integrates perceived risk and trust to the TPB, to examine the main determinants o

43、f intentions to pruchase travel online. This approach explains 66% of intentions to purchase travel online variance, which demonstrates the relevance of the proposed model.</p><p>　　Attitude is the strongest

44、 predictor of intentions to purchase travel online. This is consistent with results of previous studies (e.g. Bigné et al., 2010; Lee et al., 2007; Morosan & Jeong, 2006, 2008). Based on these results, online tr

45、avel marketers need to pay close attention to the factors that contribute to a favourable attitude. This study has evidenced some of those factors, namely trust and perceived risk. However, given attitude’s importance, i

46、t is essential to examine other factors affe</p><p>　　Although trust does not have a direct effect on intention to purchase travel online, it has the second strongest total effect, indirectly through its imp

47、act on perceived risk and attitude. Therefore, online travel providers must not ignore this fact and need to increase trust in online shopping. Fam, Foscht, and Collins (2004) found that in order to achieve this, provide

48、rs should offer a warranty of refund to consumers, reassure that the information provided will remain confidential and private,</p><p>　　The results indicate the perceived risk has an impact on intentions to

49、 purchase travel online. It is interesting to note that even though trust and security in computer systems are increasing (Bogdanovych, Berger, Simoff, & Sierra, 2006), perceived risk is still an important determinan

50、t of intentions to purchase travel online. Therefore, online travel providers must provide effective ways to reduce users’ perceived risk to enhance Internet users’ willingness to purchase travel online. A strong f</p

51、><p>　　Perceived behavioural control also affects intentions to purchase online echoing the postulation of the TPB. This finding is important, since perceived behavioural control has clearly been under looked a

52、t in the travel context, making its role unclear. Only one study (Bigné et al., 2010) considered perceived behavioural control in the context of online travel shopping and contrary to what the TPB posits, it found t

53、hat it did not affect intentions to purchase travel online. This study evidences t</p><p>　　Finally, this study demonstrates that knowing that other purchase travel online (communicability) does not influenc

54、e intentions to purchase travel online and has a small effect on perceived risk. A possible explanation is that the influence of friends is more important for new phenomenon and tends to diminish as the purchase of trave

55、l online gets more widespread.</p><p>　　Although the proposed model has been developed on a well-known theory, as in any research project, this study has limitations. First, the data used in this study were

56、based on a convenience sample containing an over representation of the Portuguese population (75% of the respondents were from Portugal). Therefore, generalization of the results must be made with caution.</p><

57、;p>　　Another limitation of this study was that it did not consider cross-cultural issues. Future research should study which factors are culture specific and which are cross cultural. Studying the differences across n

58、ations is important in deciding which marketing elements may be standardized globally (Pizam, 1999).</p><p>　　Another limitation of this study is related to the definition of online travel purchases. In this

59、 study, the definition considered is broad as it includes the purchase of airline tickets, cruises, holiday packages, and hotel reservations. However, studies have found that travellers usually purchase less complex trav

60、el online and prefer booking complex travel from a travel agent (Bogdanovych et al., 2006; Kamarulzaman, 2007). Therefore, the results obtained in this study may differ if applied onl</p><p>　　Despite the li

61、mitations, the results of this study can serve as guidelines for future research concerning the purchase of travel online or research applying the TPB. Further, the study provides useful insights for future research.<

62、/p><p><b>　　中文譯文：</b></p><p>　　旅行者在線訂購旅游的意向：將信任和風險納入計劃行為理論</p><p>　　摘要 本研究旨在，基于計劃行為理論而提出和實證檢驗一個新的模型，以便確定哪些因素影響旅行者在線訂購旅游的意向。為了驗證該模型，采用網(wǎng)絡問卷的形式，獲得了1732個有效回復。研究結果表明，態(tài)度、感知風險和知覺

63、行為控制對在線訂購旅游的意向有重大影響作用。然而，與預期相反，信任和其他人的影響似乎都沒有直接影響在線訂購旅游的意向。最后，本文討論了研究結果的理論意義與實踐意義，為未來研究提出了幾點建議。</p><p>　　關鍵詞 在線旅游消費；偏最小二乘法；感知風險；計劃行為理論；信任</p><p><b>　　引言</b></p><p>　　鑒于在

64、線旅游消費的重要性，在本研究中的在線旅游消費被認為是通過互聯(lián)網(wǎng)購買旅游相關產(chǎn)品，本研究的關鍵是調查哪些因素影響旅行者在線消費（賈，沃格特和麥凱，2008）。了解旅客的在線行為，旨在刺激在線旅游消費，是在線旅游提供商的核心利益。旅游業(yè)的在線市場競爭激烈，不僅包括旅游零售商之間的競爭，還包括與傳統(tǒng)旅行社的競爭。在競爭激烈的虛擬市場中，在線消費者的行為是行業(yè)者首要考慮的問題（康斯坦丁尼德斯，2004）。了解決定旅行者在線訂購旅游意向的動力（李

65、，曲和基姆，2007），將潛在客戶轉化為實際客戶并留住他們（李麥恩，哈利法和弗里尼2000），對于成功實施在線營銷策略至關重要。由于以前針對在線旅游消費的研究比較分散，而且研究結果存在矛盾，因此進一步研究這個課題是很重要的（阿馬羅和杜阿爾特，2013）。</p><p>　　下一節(jié)將從計劃行為理論（TPB）（阿耶茲，1991）的文獻綜述開始，包括假設的形式化。研究方法在接下來的章節(jié)中提出，在分析數(shù)據(jù)和討論結果之前

66、。最后，討論了本研究的局限性、意義和未來的研究方向。</p><p><b>　　文獻綜述</b></p><p>　　計劃行為理論是理性行為理論（TRA）的延伸，該理論是由菲什拜因和阿耶茲（1975）開發(fā)的一個體系框架，用來了解和預測消費者的行為。這個框架假設行為意向是實際行為的主要預測因素。假設意向捕捉到影響行為的動機因素，行為意向越強，其行為的可能性就越大（阿耶

67、茲，1991）。另一方面，一個人的行為意向是態(tài)度和主觀規(guī)范對行為的作用，其中態(tài)度是指個人對實施該項行為的正面或負面的評價，主觀規(guī)范是指個人對實施該項行為的所感受到的社會壓力（阿耶茲，1985；菲什拜因和阿耶茲，1975）?？傊绻藗兎e極地評價該項行為，并且相信其他人會認為他們應該去實施，那么他們將打算實施這項給定行為（阿耶茲和菲什拜因，1980）。不過，一個人也許有意向實施一個行為，但由于內部因素，如個人的心理差異，缺乏能力或技能、

68、意志力或情緒，或由于外部因素，即時間、機會和對他人的依賴，可能無法完成該意向（菲什拜因和阿耶茲，1980）。為了克服理性行為理論的這種限制，計劃行為理論將知覺行為控制添加到模型中，從而認識到人類的行為不僅受到行為信念和規(guī)范信念的引導，而且還受到控制信念的指導，即存在可能促進或阻礙實施行為的因素（阿耶茲，200</p><p>　　研究發(fā)現(xiàn)，通過向理性行為理論添加知覺行為控制可以改善行為的預測（阿耶茲，1991）。

69、事實上，不同的研究表明，增加知覺行為控制會導致意向變量的增加，從而支持這一理論（例如阿米蒂奇與康納，2001；比爾和曼斯坦，1991）。計劃行為理論已經(jīng)成為人類社會行為預測中最常被引用和有影響力的模型之一（阿耶茲，2011），其中成功應用的數(shù)量非常多（斯帕克斯，格思里和謝潑德，1997），包括對網(wǎng)絡購物行為的分析（喬治，2004；李麥恩等人，2000）。</p><p>　　假設1：一個人對在線旅游消費的態(tài)度對在

70、線訂購旅游的意向產(chǎn)生積極影響。</p><p>　　假設2：感染性對在線訂購旅游的意向產(chǎn)生積極影響。</p><p>　　假設3：感染性對在線旅游消費的感知風險產(chǎn)生消極影響。</p><p>　　假設4：一個人對在線旅游消費的知覺行為控制對在線訂購旅游的意向產(chǎn)生積極影響。</p><p><b>　　感知風險</b>&l

71、t;/p><p>　　顯然，感知風險在抑制在線旅游消費方面發(fā)揮了重要作用。同樣，延森（2012）也發(fā)現(xiàn)支持證據(jù)，感知風險與消費者在線訂購旅游的意向呈負相關。感知風險和在線旅游消費之間的這種關系在全世界的研究中似乎都是一致的。例如，在西班牙，Bigné等人（2010）注意到，沒有在線訂購機票的西班牙網(wǎng)民主要關注三個風險層面：性能、隱私和心理層面。</p><p>　　令人驚訝的是，很少

72、有研究探討與在線旅游消費相關的感知風險（林，瓊斯和韋斯特伍德，2009）。此外，少數(shù)的研究也主要集中在機票的問題上。因此，感知風險被添加到模型中，以便進一步調查其在在線旅游消費中的作用。由于有限的研究已經(jīng)證實，感知風險對在線訂購旅游的意向（延森，2012；Kolsaker等人，2004）和對在線旅游消費的態(tài)度（Bigné等人，2010）產(chǎn)生消極影響，提出以下研究假設：</p><p>　　假設5：在線旅

73、游消費中的感知風險對在線旅游消費的態(tài)度產(chǎn)生消極影響。</p><p>　　假設6：在線旅游消費中的感知風險對在線訂購旅游的意向產(chǎn)生消極影響。</p><p><b>　　信任</b></p><p>　　關于對在線旅游產(chǎn)品和服務消費的感知信任的研究比較少（阿馬羅和杜阿爾特，2013；基姆，鐘和李，2011）。因此，由于很少有研究會考慮到在線旅游

74、消費中的信任，所以增加有關信任的因素會產(chǎn)生不同的結果。雖然麥科爾（2002）和溫（2010）聲稱顧客對在線消費的信任對在線訂購旅游的意向產(chǎn)生積極影響，但Kamarulzaman（2007）并沒有發(fā)現(xiàn)信任對在線旅游消費產(chǎn)生直接影響。然而，她確實發(fā)現(xiàn)，信任在線旅游消費的顧客越多，他們的感知風險就會越低；因此，信任對在線旅游消費產(chǎn)生間接影響，因為他們在在線旅游消費中感受到更高的實用性，將更有可能采用在線旅游消費。Bigné等人（20

75、10）也發(fā)現(xiàn)，信任對在線購買機票的意向產(chǎn)生間接影響，因為它對使用互聯(lián)網(wǎng)進行購買的有利態(tài)度產(chǎn)生重大影響。所以，假設：</p><p>　　假設7：在線旅游消費中的信任對在線消費的態(tài)度產(chǎn)生積極影響。</p><p>　　假設8：在線旅游消費中的信任對在線旅游消費中的感知風險產(chǎn)生消極影響。</p><p>　　假設9：在線旅游消費中的信任對在線訂購旅游的意向產(chǎn)生積極影響。

76、</p><p>　　提出的九個假設源自本研究的概念模型（見圖1），其中主要因變量是在線訂購旅游的意向。該模型是計劃行為理論的擴展應用，因為增加了感知風險和信任，它們被證明是在線消費環(huán)境中顧客行為的重要影響因素。為了測試模型中提出的假設，結構方程模型（SEM）的路徑建模技術被認為是特別合適的，因為所提出的模型包含了涉及依賴關系的多個方程。</p><p>　　圖1.偏最小二乘法的結果<

77、;/p><p><b>　　方法</b></p><p>　　上一節(jié)中提出的假設表示各種結構體之間的關系。這些結構體不能直接測量，只能使用可觀測（顯性或可測量）的變量來進行測量，這些變量通常被稱為指標（海爾，布萊克，巴賓和安德森，2010）。用于實施結構體的指標有多個來源，如表1所示。在所有情況下，會使用一個5分的李克特量表，回復范圍從1 -“強烈不同意”到5 -“強烈同

78、意”，除了INT1，用李克特式量表衡量，1為“非常低”，5為“非常高”。</p><p>　　表1.用于測量結構體的指標</p><p>　　本研究在線分發(fā)問卷以收集數(shù)據(jù)。由于本研究的重點是在線旅游消費，因此對無法上網(wǎng)的個人，無需考慮他們的關注問題。</p><p>　　收集數(shù)據(jù)可以采用方便抽樣，通過發(fā)送電子郵件邀請同事、學生、個人聯(lián)系列表、專業(yè)名單服務列表和其他電

79、子郵件聯(lián)系人。此外，調查的鏈接不僅可以放置在Facebook上，即在研究人員的網(wǎng)頁上，也可以放在專業(yè)研究小組內。這些聯(lián)系人和郵件列表不僅包括大多數(shù)的葡萄牙互聯(lián)網(wǎng)用戶，還包括來自世界各地的互聯(lián)網(wǎng)用戶。因此，調查表有葡萄牙文和英文。調查問卷于2012年8月開始使用。共有1732份完整回復被視為有效。</p><p><b>　　結果</b></p><p>　　調查參與者

80、的人口概況總結在表2中?；貜蛿?shù)量最多的年齡組為18-29歲，占總回復的34.6％，只有約13％為50歲以上。</p><p>　　在性別方面，女性參與者的比例略有偏離（61.5％）。樣本似乎是受過高等教育的群體，約88％的受訪者至少擁有大學學位。關于居住國，歐洲居民特別是葡萄牙居民的回復尤為突出?？紤]到研究人員是葡萄牙人，他們接觸的大多數(shù)人居住在葡萄牙，這是可預見的。</p><p>　　

81、表2還顯示，大多數(shù)受訪者已經(jīng)在網(wǎng)上訂購過旅游，因為62％的用戶經(jīng)常使用這個渠道，只有23％的用戶從未在線上購買過旅游。</p><p>　　表2.受訪者的人口概況和旅行行為</p><p><b>　　結論和意義</b></p><p>　　本研究將感知風險和信任與計劃行為理論相結合，以檢查在線購買旅行的主要決定因素。這種方法解釋了66％的在線

82、訂購旅游意向的差異，證實了所提出的模型的實用性。</p><p>　　態(tài)度是在線訂購旅游意向的最強預測指標。這與先前研究的結果一致（例如Bigné等人，2010；李等人，2007；莫若森和金正旭，2006，2008）。根據(jù)這些結果，網(wǎng)絡旅游營銷人員需要密切關注有利于態(tài)度的因素。這項研究證明了一些因素，即信任和感知風險。但是，鑒于態(tài)度的重要性，有必要考察影響態(tài)度形成的其他因素。例如，已經(jīng)發(fā)現(xiàn)了以前在線旅游

83、消費的經(jīng)驗（例如，莫若森和金正旭，2006）、愉悅體驗（莫若森和金正旭，2008）和個人創(chuàng)新（例如李麥恩等人，2000）對網(wǎng)絡購物態(tài)度的影響。</p><p>　　雖然信任對在在線訂購旅游意向沒有直接影響，但通過對感知風險和態(tài)度的間接影響，它已經(jīng)在總影響中排名第二。因此，在線旅游提供商不能忽視這一事實，需要增加消費者對在線購物的信任。法馬、福斯詩特和柯林斯（2004）發(fā)現(xiàn)，為了實現(xiàn)這一點，提供商應該向消費者提供退

84、款的保證，保證所提交的信息將是保密的和非公開的，提供服務和/或產(chǎn)品的正式保修單，在購買時告知旅行社是否有空，以及歡迎提供反饋和意見。</p><p>　　結果表明，感知風險對在線訂購旅游意向有影響。有趣的是，盡管計算機系統(tǒng)的信任和安全性正在增加（Bogdanovych，Berger，Simoff和Sierra，2006），但感知風險仍然是在線購買行為的重要決定因素。因此，在線旅游提供商必須提供有效的方法來減少用戶

85、的感知風險，從而提高互聯(lián)網(wǎng)用戶在網(wǎng)上購買旅行的意愿。有影響力的企業(yè)聲譽對降低有關在線購物的風險至關重要（基姆等人，2009）。因此，在線旅行社應該努力塑造良好的聲譽，例如與已經(jīng)具有良好聲譽的合作伙伴進行合作（Grabner-Kraeuter，2002），并通過提供有意義的與令人滿意的交易。降低風險的其他策略是為旅客提供具有安全認證標志的消費者權益信息與個人資料信息（例如VeriSign），提供聯(lián)系信息，提供退款保證，以及將高安全性標準傳

86、達給消費者，同時清除消費者的隱私信息以保護消費者的個人信息（Bigné等人，2010；基姆等人，2009；林等人，2009）。</p><p>　　知覺行為控制也影響在線購買的意向，與計劃行為理論的假設形成呼應。這一發(fā)現(xiàn)很重要，因為在旅游的情景中已經(jīng)明顯觀察到行為控制，使其作用不清楚。只有一項研究（Bigné等人，2010）考慮到，在線旅游消費情景下的知覺行為控制與計劃行為理論的假設相反，發(fā)現(xiàn)

87、它并不影響在線訂購旅游的意向。這項研究表明，具有在線訂購旅游的能力和資源的個人，在線訂購旅游的意向會更高。因此，對在線旅游提供商來說，提供易于使用的網(wǎng)站，多種語言的可訪問性以及多種付款方式，就顯得很重要。</p><p>　　最后，這項研究顯示，知道其他在線訂購旅游的人（感染性）并不影響在線訂購旅游的意向，對感知風險的影響較小?？赡艿慕忉屖牵瑢τ谛卢F(xiàn)象朋友的影響比較重要，而隨著在線訂購旅游越來越廣泛，這種影響會逐

88、漸減小。</p><p>　　雖然提出的模型是以一個眾所周知的理論而開發(fā)的，但與任何研究項目一樣，這項研究也存在局限性。首先，本研究中使用的數(shù)據(jù)是基于一個方便樣本，其中過多地使用了葡萄牙人口作為代表（75％的受訪者來自葡萄牙）。因此，必須謹慎歸納研究結果。</p><p>　　這項研究的另一個局限是它沒有考慮跨文化問題。未來的研究應該研究哪些因素是特定文化的，哪些是跨文化的。研究各國之間的

89、差異對于決定哪些營銷要素可以在全球范圍內進行標準化是非常重要的（Pizam，1999）。</p><p>　　這項研究的還有一個局限是與在線旅游消費的定義有關。在這項研究中，所考慮的定義是廣泛的，因為它包括購買機票、游輪、假期套餐和酒店預訂。然而，研究發(fā)現(xiàn)，旅行者通常會在線訂購并不復雜的旅行，而喜歡從旅行社預訂復雜的旅行（Bogdanovych等人，2006；Kamarulzaman，2007）。因此，如果僅適用