Influence of On line Travel Shoppers' Decision-Making Styles on Loyalty Towards Online Travel Agencies

As one of the factors that influence consumer purchasing behavior, decision- making style has received a significant amount of attention from consumer behavior researchers over the years. Due to similar features of online tourism booking sites, online travel agencies(OTAs), leaders and popular venues of the online travel booking channel, face increasing levels of competition. An online panel survey was conducted to examine the relationship between the decision-making styles of online consumers and their loyalty to OTAs. The results showed that certain online decision-making styles (brand consciousness style, perfectionism consciousness style, and habitual style) were positively related to loyalty while others (variety-novelty consciousness style and confused by over-choice style) were negatively related to loyalty. Although not all decision-making styles had an influence on loyalty toward online travel agencies, the results confirm the importance of online decision-making styles in determining loyalty to OTAs.