Determinants Factor of Accommodation Online Buying through Online Travel Agent (OTA)

APMBA Asia Pacific Management and Business Application Pub Date : 2020-12-31 DOI:10.21776/UB.APMBA.2020.009.02.1

Aditia Sovia Pramudita, M. A. Bisma, Darfial Guslan

{"title":"Determinants Factor of Accommodation Online Buying through Online Travel Agent (OTA)","authors":"Aditia Sovia Pramudita, M. A. Bisma, Darfial Guslan","doi":"10.21776/UB.APMBA.2020.009.02.1","DOIUrl":null,"url":null,"abstract":"The objective of this research is to identifying the determinants factor of online shopping behavior in accommodation buying to increase purchase intention and the actual buying in the hospitality sector. The hospitality industry in Indonesia is growing along with the growth of the tourism industry. Since ICT is developed in Indonesia, the behavior of the traveller changed. Online Travel Agent (OTA) and Accommodation Network Orchestrator (ANO) are emerging to fill consumer wants and needs in the way of accommodation buying. Technology Acceptance Model (TAM) is used as an approach to defining the determinants factor of online shopping behavior in accommodation buying. This research used the questionnaire to get primary data which is distributed to 358 respondents. The statistical tools used were Structural Equation Model-Partial Least Square (SEM-PLS). The result showed that all of the variables (perceived ease of use, perceived usefulness, perceived risk, perceived cost) were a significant and positive impact to purchase intention and actual use in online accommodation buying behavior.","PeriodicalId":31578,"journal":{"name":"APMBA Asia Pacific Management and Business Application","volume":"9 1","pages":"83-98"},"PeriodicalIF":0.0000,"publicationDate":"2020-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"APMBA Asia Pacific Management and Business Application","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21776/UB.APMBA.2020.009.02.1","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

The objective of this research is to identifying the determinants factor of online shopping behavior in accommodation buying to increase purchase intention and the actual buying in the hospitality sector. The hospitality industry in Indonesia is growing along with the growth of the tourism industry. Since ICT is developed in Indonesia, the behavior of the traveller changed. Online Travel Agent (OTA) and Accommodation Network Orchestrator (ANO) are emerging to fill consumer wants and needs in the way of accommodation buying. Technology Acceptance Model (TAM) is used as an approach to defining the determinants factor of online shopping behavior in accommodation buying. This research used the questionnaire to get primary data which is distributed to 358 respondents. The statistical tools used were Structural Equation Model-Partial Least Square (SEM-PLS). The result showed that all of the variables (perceived ease of use, perceived usefulness, perceived risk, perceived cost) were a significant and positive impact to purchase intention and actual use in online accommodation buying behavior.

查看原文本刊更多论文

通过在线旅行社(OTA)在线购买住宿的决定因素

本研究的目的是确定住宿购买中网上购物行为的决定因素，以增加酒店业的购买意愿和实际购买。印度尼西亚的酒店业随着旅游业的发展而发展。自从信息通信技术在印度尼西亚得到发展以来，旅行者的行为发生了变化。在线旅行社（OTA）和住宿网络协调器（ANO）正在兴起，以满足消费者在住宿购买方面的需求。技术接受模型（TAM）被用来定义住宿购买中网上购物行为的决定因素。本研究采用问卷调查法获得了初步数据，并将其分发给358名受访者。使用的统计工具是结构方程模型偏最小二乘（SEM-PLS）。结果表明，所有变量（感知易用性、感知有用性、感知风险、感知成本）对在线住宿购买行为中的购买意愿和实际使用都有显著而积极的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

APMBA Asia Pacific Management and Business Application

自引率

0.00%

发文量

审稿时长

24 weeks