A1 Journal article (refereed), original research

Why do people purchase from online travel agencies (OTAs)? A consumption values perspective

Open Access hybrid publication

Publication Details

Authors: Talwar Shalini, Dhir Amandeep, Kaur Puneet, Mäntymäki Matti

Publisher: Elsevier

Publication year: 2020

Language: English

Related journal or series: International Journal of Hospitality Management

Volume number: 88

ISSN: 0278-4319

JUFO level of this publication: 1

Digital Object Identifier (DOI): http://dx.doi.org/10.1016/j.ijhm.2020.102534

Open Access: Open Access hybrid publication


Online travel agencies (OTAs) are struggling to remain financially sustainable due to intense competition. To overcome this challenge, OTAs need to better engage their customers by offering them superior value propositions. This calls for an in-depth understanding of the consumption values pertinent to the OTA context. To address this gap, the current study puts forward a framework for predicting purchase intention by adapting the theory of consumption values to the OTA context. The proposed model is tested with data collected from 809 OTA users. The results imply that quality-of-benefits, monetary, social status, preference, and information values predict purchase intention toward OTAs, with the chief driver being the quality-of-benefits value, followed by the preference value. Moderation analysis further reveals that the strength of the relationship between these values and purchase intention differs between users in different age groups and between users with different levels of privacy and security concerns, hygiene consciousness, and visibility perceptions.

Last updated on 2021-16-03 at 12:47