Factors affecting consumers' behavioural intention to book travel products online using e-commerce: a case of online travel agencies Online publication date: Wed, 12-Jul-2023
by Sujood; Sheeba Hamid; Naseem Bano; Syed Talha Jameel; Sarah Hussain
International Journal of Electronic Business (IJEB), Vol. 18, No. 3, 2023
Abstract: Tourism and internet are very well connected because the products and services in tourism have the appropriate features to sell online. Hence, it is of utmost importance to identify the factors which influence consumers' behavioural intention to buy travel products online. This paper aims at identifying the factors that affect consumers' behavioural intention to book travel products online and explore the relationship among TPB, trust, discount offer, and behavioural intention to book travel products using e-commerce (OTAs). Data from 425 respondents has been collected by using a survey instrument. The data was analysed using SEM. The empirical results indicate that attitude, trust, and discount offer are significantly related and positively affect the behavioural intention to book travel products using OTAs. However, subjective norm and perceived behavioural control are found to be not significant. The implications, limitations and future research opportunities are discussed.
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