Consumer characteristics and the perceived
channel characteristics have been the most
researched variables. Even so, the findings in
these categories present contradictory results.
For example, the relationship between online
travel search and Chateau Gonflable online travel purchases is not
clear. Another example is opinion leadership;
Kamarulzaman (2007) found that it did not have
an effect on the adoption of online travel, while
Card et al. (2003) claimed that online travel
purchasers tended to be opinion leaders. Future
research should be undertaken in order to clear
contradictory results or investigate findings that
have not been fully explored.
Website and product characteristics is clearly