Online Travel Purchase Behavior of Generational Cohorts: A Longitudinal Study

Little is known about the evolutionary purchase behaviors of generational cohorts when it comes to online travel purchase behavior. In this study, change in online travel purchase behavior between early 2000 and late 2004 was examined to distinguish changes among generational cohorts. While significant increases in travel purchase behavior were found between the two time periods as a whole, baby boomers reported the greatest aggregate increases in the likelihood of travel purchase behavior compared to Generation Xers and the seniors segment. The study used a synthesis of literature across the areas of technology adoption theory, e-commerce and sociology. Theoretical and practical implications are discussed.