印尼Z世代在线旅游平台购买行为的决定因素:扩展UTAUT模型

IF 1.2 Q4 BUSINESS Innovative Marketing Pub Date : 2023-10-17 DOI:10.21511/im.19(4).2023.05
Reni Dian Octaviani, None Sucherly, Harjanto Prabowo, Diana Sari
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引用次数: 0

摘要

了解Z世代在在线旅行社的购买行为对于有效吸引和满足这一代人的独特偏好、培养长期忠诚度和满意度至关重要。本研究以技术接受与使用统一理论(UTAUT)为理论基础,分析绩效期望、努力期望、社会影响力、便利条件和信任对在线旅行社平台机票购买决策的影响。这些数据是通过对253名使用印尼在线旅行社应用程序(如Traveloka、Tiket.com、Pegipegi.com、Agoda和Booking.com)的Z世代用户进行在线调查收集的。本研究采用PLS-SEM对假设进行检验。结果表明,绩效期望、努力期望、社会影响和促进条件影响信任(t值1.645,p值<0.05)。此外,绩效预期、努力预期和促进条件影响购买决策(t值1.645,p值<0.05)。而社会影响对购买决策的影响不显著(t值1.041,p值>0.05)。分析还表明,信任在社会影响与购买决策之间具有充分的中介作用,而在努力期望与购买决策之间没有中介作用。通过调查影响Z世代在线旅行社平台购买行为的关键因素,本文为在线旅游企业有效地吸引和迎合Z世代的独特需求和偏好提供了有价值的见解。
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Determinants of Indonesian Gen Z’s purchase behavior on online travel platforms: Extending UTAUT model
Understanding Gen Z’s purchase behavior in online travel agents is essential to effectively engage and meet the unique preferences of this generation, fostering long-term loyalty and satisfaction. Utilizing the unified theory of acceptance and use of technology (UTAUT) as the theoretical foundation, this study aims to analyze the impact of performance expectancy, effort expectancy, social influence, facilitating condition, and trust on purchase decision of flight tickets through online travel agent platforms. The data were collected through an online survey of 253 Gen Z users of online travel agent applications in Indonesia, such as Traveloka, Tiket.com, Pegipegi.com, Agoda, and Booking.com. The study employed PLS-SEM to test the hypotheses. The results indicate that performance expectancy, effort expectancy, social influence, and facilitating conditions influence trust (t-value 1.645, p-value < 0.05). Further, performance expectancy, effort expectancy, and facilitating conditions influence purchase decisions (t-value 1.645, p-value < 0.05). However, social influence does not significantly affect purchase decisions (t-value 1.041, p-value > 0.05). The analysis also shows that trust fully mediates the relationship between social influence and purchase decisions, while no mediating effect is identified in the relationship between effort expectancy and purchase decisions. By investigating the key factors contributing to Gen Z’s buying behavior in online travel agent platforms, this paper provides valuable insights for online travel businesses to effectively engage and cater to Gen Z’s unique needs and preferences.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
期刊最新文献
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