| dc.description.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. | en_US |
