Distribution channels in the tourism: an analysis of the determinant variables on the use of interpersonal and internet channels in the air tickets buying process

Abstract

To understand the variables used by the consumers in the choice and use of services delivery systems (SDS) is the main focus of this study, which analyzed five different antecedent variables - perceived risk, control, convenience, social link and willingness to the use of technology - of the SDS usage based on a sample of 186 airlines costumers. A model was tested integrating those different variables in relation to the use of two service delivery channels: SDS-Interpersonal and SDS-Internet. The results appear for a direct impact of variables based in attitudes - social link and willingness to the use of technology - on the SDS usage, demonstrating indirect effects of the other variables based on attributes - convenience, control and perceived risk-.