This article was conducted to clarify differences between online travel product shoppers and nonshoppers using the Engel, Black, and Miniard (EBM) consumer decision process model as the theoretical framework. Using 6 store characteristics and 10 personal characteristics, findings suggested that shoppers and nonshoppers were similar in how they viewed differences between Internet shopping and shopping at traditional stores (store characteristics). However, shoppers and nonshoppers differed on personal characteristics. Findings provided evidence for the usefulness of the EBM model when determining personal characteristic differences between shoppers and nonshoppers but not for store characteristics.
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