Navigating the tourism digital landscape: The interrelationship of online travel sites' affordances, technology readiness, online purchase intentions, trust, and E-loyalty.

ABSTRACT: This study investigates the relationship between online travel sites' affordances (OTSA), technology readiness (TR), and their impact on tourists' online purchase intentions (OPI), as well as the moderating role of trust on OPI and e-loyalty. The survey was conducted online from September 2022 until November 2022 on 306 participants who were selected purposively. The collected data was analyzed using Partial Least Squares-Structural Equation Analysis (PLS-SEM). The findings indicated that OTSA has a greater influence on OPI in comparison to TR. Specifically, OTSA's level of interactivity and stickiness had a noteworthy impact on OPI, while only the innovativeness of TR had a positive effect on OPI. The results of the moderating role of trust indicated that OPI negatively affects e-loyalty

SUBMITTER: Mior Shariffuddin NS 

PROVIDER: S-EPMC10457533 | biostudies-literature | 2023 Aug

REPOSITORIES: biostudies-literature