In this study we explore how user characteristics such as trust, persistence, and perceptions of the benefits and impediments of online travel shopping influence user likelihood to complete a specific travel shopping task. Through an uncontrolled experiment with a multistep travel search task, we test the difference in user characteristics between those who completed and those who did not. Sixty-four percent did not complete the travel itinerary. The results of analyes using logistic regression indicate that those who trust more were less likely to complete the task, while those with a high perception of the benefits of online shopping were more likely to complete the task. Those with more self-reported persistence were more likley to complete the task.

Key words: Travel; Internet search; Trust; Persistence