Continuance Intention To Use Online Travel Agency’s Websites Among Gen Z In Vietnam. A Case In Ho Chi Minh City

Abstract

This research aims to investigate the elements that impact Generation Z's decision to continue using online travel platforms in Vietnam, comprehend how e-loyalty moderates the connection between perceived usefulness and continuation intention, and suggest strategies for improving user retention. Employing the PLS-SEM method, data was collected from a valid sample of 301 respondents in Ho Chi Minh City. The research focused on several vital hypotheses, including the impact of perceived compatibility, ease of use, innovativeness, e-WOM (electronic word of mouth), and subjective norms on perceived usefulness, as well as the direct effect of perceived usefulness on continuance intention to use and the moderating effect of e-loyalty on this relationship. The results show that all expected connections are backed by strong statistical significance. Specifically, perceived compatibility, ease of use, innovativeness, e-WOM, and subjective norms positively influence perceived usefulness. Additionally, perceived usefulness significantly impacts the continuance intention to use online travel websites, with e-loyalty further strengthening this relationship. Based on the findings, several practical recommendations are proposed for online travel agencies in Vietnam. Overall, this study provides valuable guidance for online travel agencies aiming to boost user retention among Generation Z in Vietnam.