Examining the Relationship between Product Involvement and Tourists' Online Decision-Making Styles: The Case of Online Accommodation Reservation

As one of the factors influencing consumers' purchase behavior, decision-making styles and involvement are crucial for understanding consumers' shopping behavior and for developing successful marketing strategies. This study investigated whether online decision-making styles vary according to product involvement (high involvement vs. low involvement) when tourists reserve accommodations online. The results of this study showed a statistically significant effect of product involvement on the factors of perfectionism and high-quality consciousness, brand consciousness, novelty and variety consciousness, as well as recreational & hedonistic shopping style. The findings indicate that tourists' online shopping styles for accommodations were related to their consideration whether the product was recognized as high or low involvement.