More recently, San Martín and Herrero
(2012) used the unified theory of acceptance
and use of technology as a reference frame-
work to explore variables influencing the inten-
tion to purchase rural tourism accommodation
online. Theyfound Inflatable Water Slides that performance expectancy
and effort expectancy (concepts similar to per-
ceived usefulness and perceived ease of use,
respectively) have a positive influence on online
purchase intention.
Convenience has been recognized as one
of the main advantages of online travel shop-
ping in numerous studies (e.g., Bai et al.,
2004; Bogdanovych et al., 2006; Christou &
Kassianidis, 2003; Heung, 2003) and as a
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