View article

– The purpose of this paper is to examine the structural relationship between web site personality, utilitarian web browsing, hedonic web browsing and online impulse buying of tourism products.

– A total of 405 valid online questionnaires were collected to empirically test the measurement and structural model using partial least square path modelling approach, a variance-based structural equation modelling technique. The study sample includes experienced online shoppers who performed shopping tourism products and services via internet medium.

– The results imply that web site personality is a second-order reflective construct comprising solidity, enthusiasm, genuineness, sophistication and unpleasantness. web site personality positively influences utilitarian web browsing, hedonic …