gender and race

(1999) found that there were no differences

between online purchasers and nonpurchasers

regarding gender and race. However, individ-

uals between the ages of 25 to 55, possess-

ing higher levels of education and income,

were more likely castillos inflables to purchase travel online.

Effectively, the majority of the succeeding stud-

ies also found that travelers with higher edu-

cation levels were more likely to purchase

travel online (Heung, 2003; Kamarulzaman,

2007, 2010; Kim & Kim, 2004; Law & Bai,

2008; Law, Leung, & Wong, 2004; Lee, Qu, &

Kim, 2007; Li & Buhalis, 2006; Morrison,

Jing, O’Leary, & Cai, 2001; Wolfe, Hsu, &

Kang, 2004), but not without some contradic-

tory evidence (e.g., Weber & Roehl, 1999).

In fact, in Morrison et al.’s model (2001),

education was found to be the only sociode-

mographic variable that affected the likelihood

of using the Internet to purchase travel. Yet,