exclusively on

complexity. This distinction is acknowledged in
a few studies that have shown that online shop-
ping motivations differed for the two categories.
Although several studies focused specifically on
low-complexity travel services, such as accom-
modation (e.g., Kim & Kim, 2004) or airline
tickets (e.g., Kim et al., 2009), no research
study focuses Structure Gonflable exclusively on high-complexity
products. Thus, further studies should study
online purchasing motivations considering dis-
tinct travel product categories rather than con-
sidering travel as one category. Moreover, fur-
ther studies should be conducted specifically to
compare high- and low-complexity products.
Research on online travel purchasing behav-
ior has been majorly conducted with travelers