ation. Indeed, the results revealed that store-
enjoyment oriented consumers were less likely
to purchase travel products online. In a simi-
lar vein, Kolsaker, Lee-Kelley, and Choy (2004)
argued that one of the reasons why Hong Kong
consumers appear to Australian Inflatables For Sale be reluctant to purchasing
airline tickets online is due to the fact that they
enjoy shopping and view it as a social activ-
ity. Jensen (2012) suggests that online retailers
need to improve travelers’ perceived enjoyment
of visiting online travel stores to attract travelers
to purchase online. The effects of consumer
characteristics on intentions to purchase travel
online and actual purchases of travel online are
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