2014
DOI: 10.5430/bmr.v3n4p96
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Do Low Price Signals Influence Online Purchases of Tourist Accommodation Services? The Moderating Role of Gender

Abstract: Based on an experimental design applied to online purchases of hotel bookings, this study analyzes the influence of three low price signals and the distribution channel on perceived value and behavioral intentions. Positive influences on perceived value and buying intention were found for price beating guarantee and always low price signals but the distribution channel was only found to have an effect on behavioral intentions. Also, it has been seen that gender plays a moderating role on both perceived value a… Show more

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