---

Volume 20, Number 2, Winter 2009

---

Determinants of Intention to Purchase Over the Internet MIGUEL MOITAL, ROGER VAUGHAN, JONATHAN EDWARDS, RITA PERES School of Services Management, Bournemouth University, UK. School of Services Management, Bournemouth University, UK. School of Services Management, Bournemouth University, UK. Estoril Higher Institute for Hotel and Tourism Studies, Portugal. A B S T R A C T More than 10 years on since the launch of the Internet, there are clear differential levels of adoption of the Internet for purchasing leisure travel across countries. In some countries, such as Portugal, only a minority of travel purchasing is conducted over the Internet. This paper aims to contribute to a greater understanding of adoption of purchasing over the Internet by evaluating the determinants of intention to adopt the Internet for purchasing leisure travel. A number of variables are used to assess which factors influence intention, including the attributes of purchasing over the Internet (relative advantage and complexity), involvement, and the stage in the e-commerce adoption path. Kruskal-Wallis and logistic regression were employed and the results indicated that relative advantage, involvement and stage in the e-commerce adoption path were important predictors of the intention to purchase leisure travel over the Internet, while complexity was not. K E Y W O R D S Adoption Internet leisure travel attitudes Portugal logistic regression

---