Factors affecting purchase intention in tourism e-marketplace

The increasing use of internet and mobile devices has also facilitated tourists to select various tourism destinations. This study analyzes the factors that influence consumer purchase intention toward online travel packages available on e-marketplace websites. Data collection was conducted via a survey with 441 respondents who were members of online travel communities/forums; the results were processed using a AMOS v22. The results of this research indicated the factors that most influence purchase intention toward online travel packages are online word of mouth (WOM) as well as determinants of the theory of planned behavior (TPB) such as subjective norm, attitude, and perceived behavioral control. In addition, online WOM affects attitude, destination trust, subjective norm, perceived risk, perceived relative advantage, and perceived behavioral control. It was also found that perceived relative advantage affects attitude.