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ERIC Number: ED548796
Record Type: Non-Journal
Publication Date: 2012
Pages: 121
Abstractor: As Provided
Reference Count: N/A
ISBN: 978-1-2677-6592-5
ISSN: N/A
Examining the Relationship between Online Travel Agency Information and Traveler Destination Transaction Decisions
Yerby, Dennis
ProQuest LLC, Ph.D. Dissertation, Northcentral University
The purpose of this quantitative study was to examine the role that available Online Travel Agency (OTA) destination information may have on a traveler's perceptions and intent in transaction decisions with that respective OTA. Specifically, this research examined a pleasure traveler's transaction perceptions and intentions with an OTA in regards to the independent variables of perceived ease of use, perceived usefulness, perceived trust, perceived risk, and information sources. A modified version of the Technology Acceptance Model (TAM) was employed, adding the concepts perceived risk and perceived trust. Age, gender, income, and education were also obtained from the two hundred and fifty American adult pleasure travelers that took the online Likert-based survey. The Spearman correlation for information sources and perceived ease of use was r [subscript s] =0.72 andp <0.001, information sources and perceived usefulness r [subscript 2] = 0.71 and p < 0.001, perceived risk and behavior intention r [subscript s] = -0.24 and p < 0.001, perceived trust and behavior intention rs = 0.71 and p <0.001, perceived usefulness and perceived ease of use r [subscript s] = 0.77 and p < 0.001, perceived usefulness and behavior intention r [subscript s] = 0.75 and p <0.001, perceived ease of use and behavior intention r [subscript s]= 0.80 and p < 0.001. All of the null hypotheses were rejected. The findings from the multiple linear regression analysis showed that perceived usefulness, information sources, and perceived ease of use were the three strongest predictors of intention to use an OTA. OTA's can focus resources on enhancing the visitor experience and providing information that limits searching elsewhere. Future research recommendations include determining the correlation between information sources and behavior intention, OTA purchase behavior of seniors, and the OTA purchase behavior of business travelers. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]
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Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A