The impact of e-travel website quality on site commitment and customers' online booking intention
Abstract
This study aims to investigate whether the following factors, which are user interface quality, product/service information quality, site security, site awareness, site commitment affect booking intention or not. Then, it tries to evaluate the degree of impact of each factor on shopping intention through online travel agencies. Finally, from the collected results, it suggests practical implications to those online travel agencies to help them stimulate the consumers' booking intention. Regards the way to collect data used for the research, a survey was carried out. Among 400 survey forms were collected, there were 320 valid questionnaires that could be used for further analysis. To test the proposed hypotheses and conceptual model, PLS-SEM approach was applied. The final results proved that there were four factors affecting the site commitment which are the user interface quality, the service/product information quality, the site security and the site awareness, with the highest effect belongs to PSI. All of these influences are direct and positive ones. Regarding the construct Booking intention there were only two variables namely user interface quality and site security proved to have effect on, which site security held the bigger effect weight. Moreover, cornering site commitment as the mediator in the beginning; however; it turns out to have no impact on booking intention. The study also suggested some practical and academic recommendations in the final chapter.
Keywords Online booking intention, Website quality, Online travel agency, User interface quality, Product/service information quality, Site security, Site awareness, Site commitment.
Paper type Research paper