Understanding Digital Consumers’ E-Travel Purchase Intention in Malaysia through the Technology Acceptance Model

HRMARS - This study examines the factors influencing consumers’ purchase intentions toward e-travel services in Malaysia. The main objective is to identify the key determinants that motivate and influence internet users when choosing among available e-travel services. Grounded in the Technology Acceptance Model (TAM), the study explores the influence of Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Trust, and Word of Mouth (WOM) on consumers’ purchase intentions. Data were collected from 121 potential online shoppers in Malaysia who use e-travel platforms offering services such as flights, train tickets, cruises, and accommodations. The results reveal that Perceived Ease of Use, Perceived Risk, and Trust do not have a significant effect on purchase intention. Conversely, Perceived Usefulness and Word of Mouth (WOM) significantly influence consumers’ intentions to purchase e-travel services. These findings highlight the importance of designing e-travel platforms that emphasize usefulness and leverage positive customer experiences through online and social recommendations. The study provides valuable insights for travel agents, entrepreneurs, and web developers in developing effective digital marketing and customer retention strategies to strengthen their competitiveness in the Malaysian e-travel market.