Investigating the Factors Influencing Travellers’ Purchase Intention Via Online Travel Intermediaries Websites

Safwan Marwin Abd Murad and Norzalita Abd Aziz

The rapid growths of the Internet technologies have given significant impact on many businesses in various industries including travel and tourism industry. The advancement of the Internet specifically the creation of website has greatly altered the way businesses operationalized because of its universal and worldwide access. Websites have become the important medium of interaction between businesses and consumers. In tourism industry, websites enable consumers to purchase tourism products and services through online. As a result from the rapid development and advancement of the Internet specifically the online technology, there are a number of online channels that have been created and one of it is call as Online Travel Intermediaries websites (OTI’s). OTI’s websites play an important role as a medium of purchasing tourism products but to the best knowledge of researcher, studies on the factors affecting travellers’ purchase intention through OTI websites are limited. This has called the need to further study on this area in order to fill in the knowledge gap. While most of previous studies have used various behavioural intention models and theories to examine consumers’ purchase intention, this present study contributes to the body of knowledge on consumer behavioural studies by utilising the Unified Theory of Acceptance and Use of Technology (UTAUT) as a proposed model to examine the factors influencing travellers’ intention to purchase travel products directly via OTI’s websites. This model is one of the most comprehensive behavioural intention models, yet it is still new and was limitedly applied especially in tourism field. Therefore, utilising this model will provide new understandings into the factors influencing consumers’ purchase intention specifically in e-tourism field. For statistical analysis, Structural Equation Modelling (SEM) was utilised and the results indicate that performance expectancy, effort expectancy, social influence and facilitating conditions are important factors that influence travellers’ intention to purchase tourism products directly via OTI’s websites.

Volume 11 | 05-Special Issue

Pages: 803-812