Crimonology to What Extend Do the Online

Crimonology

To what extend do the online daily travel deals affect purchase behavior? Do online daily travel deals influence customers' perceptions about that brand and purchase behavior?

Examination of the Living social site, of studies connected to purchaser's online purchase of travel tickets (such as Nair et al. (2006)), and of other websites related to online daily travel deals makes me conclude that online daily travel deals affect purchase behavior in that they cause consumers to compare the prices amongst the various sites and to deliberate in their actual decision-making. It encourages them to brose various site as and compare, and therefore consumers may well end up purchasing a travel deal from a different company that he may judge cheaper, more convenient, or better in other ways.

Whilst perusing the offers on the Livingsocial site myself, I found myself thinking that perhaps I could yet find a cheaper offer elsewhere. It seems to me (from analysis of my own response) that consumers are not expecting to find deals and when they do discover them it leads them to expect compatible or better deals from competitors.

This may well lead them (and indeed it does) to explore other competitive sites and to procrastinate with their decision-making. The sole time that they may not procrastinate is if their trip happens to be crucial and urgent, in which case they are rushed to make a decision and may very well accepts Livingsocial's deal without investigating other sites.

On the other hand -- and this are what studies show too, prior purchasing behavior of tickets and brands also determines repeat performance. So, in other words, if consumers have had pleasurable experience from Livingsocial in the past, have frequented them before and been pleased with their service, consumers may well continue frequenting them without deciding to examine other sites for the possibility of acquiring cheaper tickets.

"Consumers," Nair et al. (2006) comment, "do not easily switch to competitors once they have transacted with a specific site." This, by the way, conforms to the learning or switching cost theory of purchasing behavior which theorizes that consumers usually stay with the company that they feel most comfortable with and unless they have cause for complaint.

Nair et al. (2006) also discovered that find that the choice of the first site visited and the length of time that the potential consumer browsed that site all has a significant impact on the scions of whether or not to buy from that site. If much time were invested in browsing on that initial site, the consumer may well end up buying the ticket from that site.

Consumers are usually too more often likely to purchase their tickets from travel portal websites. Much of the searching starts and ends by these sites. Furthermore, consumers will likely only extend their searches to other sites if they consider the deals inordinately expensive or if they consider that the prices could be lowered. So, in the case of Livingsocial, if consumers were to rate their deal insufficiently cheap they may then decide to extend their search further online.