Utilitarian Value in the Internet

Abstract

SUMMARY As homes across the world adopt broadband connectivity, there is a need to understand how it may impact consumer propensity to buy travel products on the Internet. The objective of this study is to evaluate differences in perceptions of utilitarian and social value on the Internet between broadband and narrowband users. The study also explores the relationship of utilitarian and social value on the Internet within the context of online travel purchase behavior. MANOVA results indicate differences between broadband and narrowband users when it comes to self-improvement and functional dimensions of utilitarian value. Practical and theoretical implications are also discussed.