Effects of value, affect, security, and web content on informational and transactions usage of the internet

The often cited potential benefits of the Internet have been its informational (communication) and transactional (distribution channels) use as marketing tools. This exploratory study developed and investigated a model of the antecedents of making on‐line hospitality and tourism product purchases. The findings suggested that security features and the informational use of the Web sites have a direct impact on purchasing on‐line. Suggestions are made for future researchers. Marketing implications for Web design and features were discussed.