The souvenir purchase decision: effects of online availability

Abstract

Purpose

Prior to e‐commerce, tourists could only purchase souvenirs at a destination. The goal of this research is to develop and test a theory to explain how adding a retail web site affects tourists' decision‐making for souvenir purchases.

Design/methodology/approach

The researcher conducts two experiments using scenarios to simulate a souvenir purchase. The researcher manipulates item type and web site availability, and then measures purchase intent, attitudes toward the souvenir, and regret.

Findings

Purchase limitation increases initial purchase intent by increasing the souvenir's reminder value, regardless of item type. Non‐purchase regrets are greater than purchase regrets, which in turn increases purchase intent at a later time.

Research limitations

The stimuli are necklaces, and although the findings do not show gender effects, the stimuli could limit the generalizability to other souvenir types. The research tests hypotheses using scenarios and less‐experienced travelers. Future research should examine different types of souvenirs in a naturalistic setting.

Practical implications

Retailers should not mention web sites until after a tourist decides not to buy in‐store and should do so subtly.

Originality/value

This research contributes to souvenir research by identifying a purchase limitation, available in‐store only, as a new determinant of a souvenir's reminder value. The research also contributes to scarcity research by identifying reminder value as a new and qualitatively different type of valuation affected by scarcity. Lastly, the research extends the regret literature by reversing inaction inertia at a later purchase opportunity while maintaining a regret minimization goal.

Citation

Abendroth, L.J. (2011), "The souvenir purchase decision: effects of online availability", International Journal of Culture, Tourism and Hospitality Research, Vol. 5 No. 2, pp. 173-183. https://doi.org/10.1108/17506181111139582