Online shopping motivations and pleasure travel products: a correspondence analysis

The purpose of this study was to examine purchase motives of pleasure travel components of low and high complexity in a Web environment. Motives to buy travel components of a typical pleasure vacation were differentiated using the economics of search framework and mapped using correspondence analysis. Findings showed a uni-dimensional solution that was named informational/transactional. While purchase of activities, accommodation, events and attractions demanded more informational contexts behind purchase; purchase of car rentals and airline tickets were driven by transactional contexts. Theoretical and marketing implications are discussed.