Does Repurchase Intention lead to successful Online Travel Agent?: An Analysis of Consistent Partial Least Squares

In the current competitive digital economy, repurchase intention has emerged as much coveted element among online retailers. This study examines how website personality dimensions effect on repurchase intention in the online travel agent websites among Malaysian consumers. This study covers a quantitative research. The target respondents of this study were Malaysian consumers who experienced purchasing through the online travel agent websites. The finding shows that if the average level of sincerity, excitement, competence and sophistication are high simultaneously, then the likelihood of repurchase intention should be high. Future research endeavors can perhaps extend this model include non-commercial websites, covering a wider geographical region and various consumer cohorts while exploring travel agent web syndication, a spin-off from the repurchase-loyalty concept.