Consumer's Intention on Using Online Travel Agency Websites

Abstract

The purpose of this study is to explore important factors which can explain travelers’ behavioral intention Online Travel Agency Acceptance Model (OTAAM) was proposed to understand how travelers perceive and choose OTA websites The Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) were adopted to support this study The online survey was done through “Google Forms” and structure equation modeling (SEM) method was applied to test the model The results tell us that perceived usefulness perceived enjoyment and perceived trustworthiness are the three predictors of attitude toward using OTA websites and then attitude toward using OTA websites has a strongly significant and positive impact on intention to use OTA websites These results are in line with the findings from previous literatures Perceived ease of use and website service quality do not significantly affect attitude toward using OTA websites The possible reasons are discussed This study provides managerial implications to managers in Taiwan who design marketing strategies to improve the performance of their OTA websites Managers should do more efforts on the important factors (perceived usefulness perceived trustworthiness perceived enjoyment) which can cause favorable attitude toward using OTA websites Then travelers’ intention to use OTA websites will be triggered by their favorable attitude automatically Practical recommendations are provided for reference

Date of Award	2020
Original language	English
Supervisor	Miin-Jye Wen (Supervisor)