A Comparative Analysis of Internet Marketing Vis A Vis Traditional Marketing In Context to Consumer Buying Behaviour

Abstract

In recent years, the Online travel market has surged ahead marveling at an attractive growth rate newlinethan the physical travel agencies. Drawing on it, this study has been conducted to analyze the newlineconsumer purchase intention of travel products/services from physical versus online travel newlineagencies. The key objective is to identify, validate and examine the Determinants influencing the newlinepurchase of travel products in lines of the widely acclaimed Theory of Planned Behaviour (the newlineTPB model). In this quantitative and cross-sectional study, probability sampling was used as newlinethe sampling technique on a sample of 390 respondents, and data were analyzed using newlineExploratory Factor Analysis, Confirmatory Factor analysis, and the Multiple Regression newlineanalysis with SPSS 24 and AMOS 21. The findings reveal that Price Value, Perceived self-efficacy, and performance were the important determinants along with Attitude and Subjective newlinenorms impacting the purchase intention of consumers. newline