Consumer Autonomy in the Online Purchase of Tourist Packages: A Study of the Polish Market

This paper investigates the determinants of consumer autonomy, such as trust, prior experience, and information richness, within the context of online tourist package purchases. The theoretical considerations presented in this study are grounded in an integrated framework that synthesises Self-Determination Theory (SDT), Cognitive Load Theory (CLT), and the Paradox of Choice (PoC), further enhanced by the principles of Prospect Theory to elucidate the complex dynamics of consumer decision-making. Framing the research within the Stimulus-Organism-Response (SOR) model, the study conceptualises e-purchase characteristics as external stimuli that shape the organism’s (consumer’s) perceived autonomy, subsequently influencing decision-making outcomes. Applying a quantitative Computer-Assisted Web Interview (CAWI) methodology with a sample of 581 Polish consumers, the study demonstrates that trust, prior experience, and information accessibility significantly augment perceived consumer autonomy; notably, perceived risk has no statistically significant impact. A particularly salient and unanticipated finding is that enhanced consumer autonomy significantly reduces decision-making difficulty, which in turn correlates with higher levels of post-purchase satisfaction. By addressing the scarcity of empirical research regarding autonomy in digital environments, this study unpacks the intricate decision-making processes inherent in e-tourism. Ultimately, these findings offer critical managerial implications: tourism operators can effectively mitigate cognitive load for prospective tourists and enhance satisfaction by prioritising transparency and implementing effective trust-building mechanisms, thereby fostering consumer empowerment throughout the digital purchasing journey.