Mapping the Future of Travel: Investigating the Impact of Customer Satisfaction on Online Travel Agency Purchase Intention Using Extended TAM and TPB

Abstract

This study investigates the determinants affecting the purchasing intentions of individuals in Indonesia, specifically within the online travel agency context. The study is distinctive in integrating the extended Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) frameworks, incorporating customer satisfaction, perceived value, and attitude as mediating variables, and trust as a moderating variable. By addressing the Indonesian context, the study fills a significant gap in understanding consumer behavior in online travel agency (OTA) transactions. The data were gathered from 400 respondents in Indonesia who had either indicated an intention or had previously participated in online purchases through an online travel agency. A robust analytical approach utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) ensures the reliability of findings. Results demonstrated that customer satisfaction, perceived usefulness, perceived ease of use, attitude, and perceived behavioral control significantly affect online purchase intention. However, perceived enjoyment and subjective norms show no direct influence, revealing nuanced consumer behavior patterns unique to the OTA market. These findings provide theoretical insights into online consumer behavior and practical solutions for online travel agencies to improve customer engagement.